The Curio

Pretty odd. A gorilla plays the drums. What was the point? I can think of two.

Firstly, generate immediate interest. Easy. We’re all talking about it right now.

Secondly, (and with a little more subtlety, and a longer lasting effect) I believe it is an attempt at a kind of Pavlovian association. Like Adam Curry used to do on his Daily Source Code. He’d belch and then say “Senseo”. After hearing this a few times, whenever someone belched you’d think of a Senseo coffee machine.

Great - so whenever you see a gorilla playing drums you think of Cadbury’s Dairy Milk? Well, yes and no. More likely that whenever you hear the iconic drum fill from “In The Air Tonight” you’ll think about it. Or whenever you talk about any odd advert, this one will figure somewhere in your thoughts. The image does not matter. It just has to be memorable, unambiguous and therefore easily associated.

Either that or its all humbug. You decide.