GLOBAL – MAY 2011 – After the recent “Dancing Clothes” TVC in the UK, Cadbury’s Glass and a Half Productions has teamed up with Ogilvy Johannesburg, South Africa to give the brand a more human touch in the “Monks” commercial shot entirely in rural China.
Directed by Erik Van Wyk for Bouffant, there is a sense of realism in the 90-second ad that is broken by purple balloons and a popular song. They may be untrained for advertising, but the monks’ natural reactions are refreshing in the monastic setting. “What this endearing group does so beautifully and simply, is reflect humanity back to us. The part of humanity we like,” said Van Wyk.
It’s not quite the "Gorilla" commercial from 2007 and some may even find this offensive to the religion. But remember that this might be the only time cloistered men will be depicted having a bit of fun.
CREDITS
Client: Cadbury
Agency: Ogilvy Johannesburg
Creative Director: Fran Luckin, Jonathan Beggs
Art Director: Shane Forbes
Copywriter: David Krueger
Agency Producer: Tsakane Mogale
Director: Erik Van Wyk
Production Company: Bouffant
Producer: Melina McDonald
Director of Photography: Timothy Pike
Post Production: Upstairs (Cape Town), Sinister (Johannesburg)
Editor: Kobus Loots/Christian Van Der Walt
Production Service: P.I.G. China
Music: Rich Aronson
Marketing Director: Mike Middleton
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