This advert from Cadbury’s was released in 2011 and features dancing clothes in a shop. All props, costumes and furniture were custom-made to be twice their normal size for this advertisement. A lot of people wondered how they were able to get a bunch of clothes dancing around without the use of CGI and strings. Soon after Cadbury released the details to us of how it was achieved.
Nineteen dancers spent two weeks training in a gym in the Czech capital Prague before the cameras rolled.
A Cadbury spokesman said: ‘They were effectively blind within the suits, they had to rehearse heavily to ensure they could perform without crashing into things.’
Sam Hibbard, from advertising agency Fallon, said: ‘People now are so used to CGI so we wanted to create the ad in a traditional very lo-fi way. It’s almost a performance rather than an ad.’
Only one question really remains. What does any of this have to do with chocolate?
Well to be fair to Cadbury, there are connections between the brand and their adverts, their glass and a half of joy, is interpreted through a minute and a half of joy. Their surrealist advertising is memorable and creates brand loyalty and awareness, unlike other adverts that tell you about the product and become less memorable. What are your opinions on it’s relation to chocolate?
Reviewing Cadbury Dancing Clothes:
The cinematography in this advert is very well done and shows us a performance of dancing clothes rather than it being just an advert. However, the advert itself is let down by the fact that you can see the dancers feet in the clothes even though the purpose of the advert was to only show dancing clothes. So unfortunately for this little noticeable slip up I can only give it a 4/5.
The messaging of the advert is to show that Cadbury is a fun brand and they achieve that messaging in the advert superbly. However the question of what does this have to do with chocolate is a prominent one, and for people who don’t know the brand, the messaging is lost here. Other than that, I give it a 4/5.
The pace of the advert is good for what it is. However seeing dancing clothes for over a minute does make the advert feel a tad too long. 4/5
The background track used in this advert is a song from 1986 by Jermaine Stewart called ‘We Don’t Have To Take Our Clothes Off.’ It reached number two in the charts. For the advert itself, it perfectly fits and makes the advert enjoyable to watch. 5/5
What about you?
Do dancing clothes freak you out? Was it a fun-filled commercial? I’d love to see your feedback in the comments below.