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- Agency: Fallon
- Location: London
- Client: Cadbury Dairy Milk
- Name: Yes sir, I will boogie in the office
- Category: Film
- Why I like it: I love this type of ad. It makes me giddy. Sure, it may not be right for every market, or every situation, or every brand, I get it. But here and now for this brand, and under a “Free the joy” strategy, It’s more than perfect. The real genius here is how understated it is. This approach (and the way it’s executed) is where the real magic resides. Nine out of 10 times on this brief you would have seen an explosion of joy…effusive, unrestrained, office-wide dancing. But the real courage is in going precisely the other way. “When others zig…zag”. The wry smile of the actor…never bursting into a full grin, the slightly restrained dancing…never bursting into over-the top moves, the marvelous soundtrack , the subtle brand cues (notice how elegantly they use the color purple throughout.) All brilliantly underplayed, for a distinctive feel that is bubbling with joy, without over-spilling into a blatant sell-job. This is hard to do, folks, but it’s a benchmark for me (it reminds me of the Southern Comfort “whatever’s comfortable” campaign). Hats off to the team at Fallon for this one.