Cadbury’s Gorilla Advert: A Drum Solo That Changed Advertising Forever
When Cadbury released its now-iconic Gorilla advert in August 2007, no one expected a drumming primate to become one of the most memorable moments in advertising history. But that’s exactly what happened. With Phil Collins’ powerful track “In the Air Tonight” pulsing in the background, a gorilla in a lifelike costume sat patiently, then exploded into an emotional drum solo that stunned the world.
A Marketing Gamble That Paid Off
Back then, Cadbury was facing a rough patch. A product recall and scrutiny from the Food Standards Agency had shaken consumer confidence. Something had to change. Enter Phil Rumbol, Cadbury’s marketing director, who believed the brand needed to feel good again. He teamed up with Fallon, an agency known for bold ideas, and gave creative director Juan Cabral a simple brief: bring joy back to the brand.
What followed was anything but a normal ad. Instead of showcasing Cadbury’s chocolate or focusing on product features, the Cadbury drumming gorilla ad delivered pure emotion. It didn’t explain anything. It didn’t need to. It played the drums—hard. And viewers connected.
Stan Winston Studio and the Gorilla Suit
The execution was crucial. Cabral commissioned the legendary Stan Winston Studio—the team behind lifelike creatures in Hollywood blockbusters—to design a realistic gorilla costume. Actor Garon Michael, experienced in performing in animal suits, brought the gorilla to life. His performance, paired with Phil Collins’ slow-building anthem, created a captivating two-minute spot.
The Response Was Instant
When the ad premiered during Big Brother, British viewers were hooked. Within the first week, millions had watched and rewatched the video online. It appeared across YouTube channels and was discussed in Marketing Magazine. The buzz reached agency roundtables, colleagues at creative firms, and even children who mimicked the drumming at home.
Consumers were talking. Cadbury’s brand sentiment improved. In fact, sales soared. The ad didn’t just entertain—it delivered results. It recalled the joy of childhood, made people laugh, and inspired recall of the product without even showing it until the final frame. That’s brand magic.
A Cultural and Creative Landmark
Soon, Cadbury’s Gorilla was everywhere. From parodies on comedy shows to marketing conferences dissecting its brilliance, the ad became a talking point. It was compelling, funny, and refreshingly weird. The slogan “A Glass and a Half Full Productions” tagged at the end reinforced Cadbury’s light-hearted tone and added to its memorable impact.
It won numerous awards including the prestigious Cannes Lions Film Grand Prix and the Film Grand Prix Lion. The industry took notice. Advertising agencies, marketers, and creatives began to rethink the formula. The Gorilla taught them that sometimes, you don’t need to sell—you just need to play.
Key People and Details
Cabral’s direction and Rumbol’s vision were critical. The campaign, produced by Blink Productions, was a team effort involving skilled colleagues from Fallon and beyond. The project took four months to complete, with multiple versions edited to perfection. It was filmed with high-end cameras, using cinematic shots to enhance its realism. The music video feel, compelling editing, and realistic design gave it an artistic edge.
This was not just a concept—it was a project designed with precision. The costume, the lighting, the shot sequence, all helped convey the message. The moment the gorilla started playing was unforgettable. It felt like a launch of something new. A version of advertising led by emotion and feel.
A New Way to Market
The Gorilla ad became more than a commercial; it was a cultural artifact. It showed that advertising could be fun, surreal, and still highly effective. It appealed to both the British public and international audiences, crossing age groups and demographics. Even in England’s most traditional advertising circles, the Gorilla stirred thought and excitement.
Marketers learned to value emotion over explanation. They saw how compelling content, paired with a great song and a clear creative concept, could go viral. It gave marketers and clients alike the opportunity to rethink strategy. The campaign became a brief referenced by creative directors everywhere.
Legacy and Lessons
Cadbury followed up with similar quirky spots under the same Glass and a Half Full banner, but none reached the heights of the Gorilla. Still, the success sparked a whole new era of marketing—one driven by feeling, storytelling, and music. Children, adults, even agency insiders loved it. Some even asked: could the Gorilla come back?
Even now, years later, people remember the moment. They recall the waiting, the beat drop, the solo. They think of the bar of chocolate it quietly endorsed. And they smile. That’s what great advertising does. It sticks—not just in memory, but in emotion.
The Cadbury Gorilla advert was more than a viral hit. It was a case study in creative courage, strategic risk-taking, and human emotion. From Phil Collins’ song to Garon Michael’s performance, from Juan Cabral’s vision to the agency’s execution, everything aligned perfectly. It turned a simple chocolate brand into a cultural force.
It didn’t shout. It played. And the world listened. It won hearts, created an emotional response, and made marketers reconsider what makes content work. From the inside of the company to the world stage, Cadbury’s Gorilla made history—and reminded us that sometimes, the hardest part is waiting for the drum solo.
