Ad Nut likes chocolate. It's not a typical squirrel's diet but Ad Nut is no ordinary squirrel. Ad Nut also likes the personalised Cadbury packaging for Valentine's Day but isn't so sure about the ad with puppets. It could have been better if the puppeteers had actually been part of the act rather than appear so "staged" and obviously edited. The execution of the video feels somehow at odds with what it's trying to achieve and loses its intended effect. Watching it, the video really does feel like an ad and Ad Nut feels an opportunity was lost to make it a bit more than that. But at least the chocolate looks good.
Press release quotes:
Prashant Peres, marketing director for chocolates, Mondelez India:
"Cadbury Dairy Milk Silk is one of our most successful chocolate innovations and has played a lead in the premium segment. We believe Cadbury Dairy Milk Silk offers consumers a great ‘indulgent’ eat experience and thus our campaign is around how it is impossible to resist a Silk. While the product promise of softer, smoother and silkier chocolate is well entrenched with the consumers, in the new thematic TVC, the brand goes a step further and showcases the Silk lovers’ experience with a bar of Cadbury Dairy Milk Silk, in a cute and light-hearted set-up.”
Zenobia Pithawalla, executive creative director, Ogilvy and Mather:
“The task was to show when you want to have a Cadbury Dairy Milk Silk, you've got to have it. To bring this craving alive we used puppets. The film is about two young puppeteers who crave so much for the chocolate, that they devour it while they are in the midst of a performance. The puppet show going haywire says it all. You can't resist a Silk craving.”