Making News
Chocolate-maker’s new ad apes a 2007 classic

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Don’t monkey around with a winning formula: Australian chocolate manufacturer Darrell Lea is taking aim at one of our great environmental issues – the destruction of wildlife habitat for the production of palm oil – with an ad that imitates Cadbury’s famous drumming gorilla.

Industry publication AdNews reports that Darrell Lea is promoting its decision to remove palm oil from 100 of its products with an ad that features an orang-utan drumming in a rainforest to George Michael’s Freedom! ’90. Created by independent Melbourne-based agency Akkomplice, the ad mimics the gorilla drumming to Phil Collins’ In The Air Tonight in the award-winning Cadbury ad created by London-based agency Fallon in 2007.

“Our ad is about Darrell Lea products, no one else’s,” Darrell Lea marketing director Tim Stanford told AdNews’ Mariam Cheik-Hussein. “It is about celebrating the fact that Darrell Lea is now 100 per cent palm oil-free. We’re celebrating a huge achievement and something that’s incredibly important for orang-utans, other endangered animals, the rainforest and our planet. Our ad is telling an important story. It’s a very emotional ad. The eyes of the orang-utan are a great connection.”

“It’s not the first time Akkomplice has taken on famous ads,” Ms Cheik-Hussein writes. “Early last year, the agency imitated Yellow Pages’ classic Not Happy Jan, which was created by Clemenger BBDO Melbourne in 2000. Following the spot, (Yellow Pages’ owner) Sensis issued a cease and desist letter to Darrell Lea, forcing Darrell Lea to pull the ad.”

While Mornington Peninsula Magazine concedes the Cadbury ad is hard to beat, Darrell Lea’s message is right on song and really does hit the mark.

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