- Cadbury dropped a new ad last Friday and the internet went gaga over it. The ad went viral immediately and people still haven’t stopped talking about it.
- Mondelez India and Ogilvy India gave reimagined one of their popular ads from the ’90s, Cadbury Cricket 1993, and reversed the gender roles to celebrate women athletes.
- And the internet is loving the much-needed plot twist. The giant has reversed the advertisement and this time, a man performs a candid, adorable celebratory dance to cheer his friend/partner.
- We speak to experts to find out why a recreated ad has worked so well and how does it reflect on changing gender narratives in the advertising and marketing industry.
I remember watching Cadbury’s iconic Stadium ad in the 90s. It was so liberating to see a woman dance in front of a packed stadium, unabashedly. It is 2021 and we women are still told how to speak, sit and talk and in the 90s, when women barely had any good, non-domestic leading roles in ads, Ogilvy and Mondelez’s ad was revolutionary. She forgets all these filters that are ingrained in our minds and just takes to the stadium to celebrate her friend’s victory, completely carefree. She was breaking the barriers metaphorically to simply express her joy and be herself. It was way ahead of its time.
When I first got to know that the old Cadbury Cricket ad has been recreated, I was a little scared, to be honest. It is too iconic to be messed with (watch any Bollywood songs from the 90s which have been recreated recently, the result is disastrous). But again, it is Ogilvy and Cadbury. If someone can recreate an old ad without losing its magic, it is them. I opened the link to the ad and my worries melted away in a second, as a Dairy Milk Silk bar does on a hot day. I felt like a 10-year-old again and at the same time, I was extremely delighted to see a woman cricketer.
This is the contemporary take that was long overdue. The film, conceptualized by Ogilvy India, for Mondelez India, shows a young woman cricketer scoring a winning boundary and her male friend running towards the field dancing with unabashed glee, celebrating her smashing performance, as the crowd cheers on. As he passes by the security team and the woman blushes, I had a huge smile on my face and goosebumps. This ad is definitely staying with me for a long, long time. The film ends with the powerful message of #GoodLuckGirls in recognition of today’s equal world where more women are breaking barriers and pursuing their dreams.
And it is not just me. It has become a huge hit online and both millennials and GenZ haven’t stopped talking about it yet. Ogilvy India has beautifully retained the commercial’s soul by using the same background score by Shankar Mahadevan ‘ Asli Swad Zindagi ka’ and keeping the dance unchoreographed. Internet users are, ergo, gushing about its nostalgia value and talking about how they have connected strongly with the ad like they did 28 years ago. Here are a few examples of how they reacted:
Team Ogilvy was scared and excited to recreate this ad but they trusted the idea and stood up to the challenge.
“It needed a brave client back in 1993 to go ahead with the original Cadbury Cricket film that became so popular. It needed an even braver client to attempt something with an iconic film and make magic out of it. I am delighted that the team at Mondelez India and at Ogilvy India has done this magic, made it relevant, exciting, and so Cadbury, in its bold and front foot fashion,” said Piyush Pandey, Chairman of Global Creative & Executive Chairman, India.
Sukesh Nayak, Harshad Rajadhyaksha and Kainaz Karmakar, Chief Creative Officers, Ogilvy India said, “To recreate such a big hit is like setting yourself up for a million opinions. The only reason we went ahead was it felt right, and it felt awesome. We loved the idea from our gut. Luckily, so did the client.”
Source: Business Insider