Will it go viral? Cadbury's latest campaign for its new product Crispello shows an animated Bulldog belting out MC Hammer's seminal work, 'Can't Touch This', with chocolate-related lyrics.
The campaign, housed under the Joyville platform, encourages users to chow into the wafer-filled chocolate bar, which it promotes as a "joyous break" from the daily grind. It shows two self-deprecating female colleagues chatting in a lift, before being greeted by a animated bulldog in a purple cape, belting out the Hammer. In a nod to the St Bernard mountain rescue dogs, he has a collar with a barrel attached to it filled with the new product. But unlike the Hammer's legendary pants, it just hangs limply while the dog utters phrases such as "Stop! Crispello Time" and "Come on! Yeah!".
It was created by Saatchi & Saatchi Sydney, the agency responsible for the broader 'Joyville' positioning in collaboration with Fallon UK. Digital and media were handled by Visual Jazz and Carat respectively.
In addition to TV, the campaign is running across out-of-home, digital, sampling and point-of-sale.
What do you think? Let us know in the comments below.
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.
Have something to say? Send us your comments using the form below or contact the writer at firstname.lastname@example.org
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at email@example.com