Let me begin by saying listening to your target audience is more often than not hugely beneficial. You can gain an insight into how successful your product really is, make changes and generally improve based on how the consumer responds.

However with advertising your goal is to get people talking about your product or brand. Undoubtably one of the best recent examples of that is the Cadbury Gorilla advert. So a year on (excluding the wildly unpopular airport ad) how have they followed it up? …By releasing a viewer-created remix of the advert, featuring the talents of Bonnie Tyler and her hit Total Eclipse of the Heart.

Funny as the original was the first few times around, the advert plays on the utter bizarreness of a gorilla suddenly breaking into a spirited drum accompaniment to In the Air Tonight. That initial surprise is somewhat lost when you’ve seen it for the thousandth time. My point is, with the loss of surprise comes the loss of discussion, which ultimately equals a failed advert. Instead of taking work the audience released over a year ago and rehashing for this years campaign, Cadbury really should have come up with something fresh. Something to create discussion. Something to further sell their brand. Refresher video after the jump.

For your (somewhat tedious) viewing pleasure, here is the aforementioned latest offering from Cadbury:

[flashvideo filename=http://paulicio.us/wp-content/uploads/gorilla_v2.flv height=320 width=525 displayheight=328 /]

Do you need to improve your online presence and like what you see here? Give me a shout.