Cadbury is currently dealing with yet another crisis after likening one of its chocolate bars to Naomi Campbell in an ad campaign. As you can probably imagine, the diva is not pleased. But, on the plus, less racist and much more feelgood side, it launched the next rhythmical instalment of the Share the Joy campaign on Kiwi TV last night. And it can be summed up with this quote from an unnamed StopPress staffer: “Yeah, I’d grind to that on the DF.”
Browsing: Share the Joy
At the start of summer, Cadbury and DDB set themselves a goal: to Share the Joy with the country and find out exactly what joy sounded like to New Zealanders. This manifested itself in cool experiential efforts like the giant snowglobe in Auckland, clap-activated Christmas lights and a massive sprinkler that travelled to beach hotspots around the country and a call to fans to send in their own sounds of joy to add to those recorded for the impressive launch TVC. Now the campaign is getting close to its denouement, with a new ad that was launched last night to promote “the first song created by the joy of a nation”.
Cadbury’s Share the Joy movement has so far included a Make Me Laugh gameshow, a giant snowglobe, clap-activated Christmas lights and a giant sprinkler that stopped in at summer hotspots and cooled Kiwis off. Now it has taken a slightly more traditional turn, with an acoustically-led and beautifully shot montage that aims to show what joy sound likes to Kiwis. And from spokey dokes to bombs off the bridge to laughing kids to leather on willow, there’s certainly a solid collection of summer nostalgia on display.