EXCLUSIVE: Y&R Brands chief executive Russel Howcroft has hit out at the negativity surrounding the launch of the global Cadbury 'Joyville' campaign, lambasting the local industry's un-joyful attitude.
Yesterday, Kraft launched the campaign via Saatchi & saatchi Sydney. The spot was created in partnership with Fallon London, and will roll out internationally in markets including Australia, New Zealand and the UK.
Howcroft had the following to say about industry negativity:
"Yesterday I clicked on the new TVC from Cadbury.
""And I must admit, I loved every second of 'Joyville'.
"It is a beautifully produced piece of work. It has excellent branding.
"And it very clearly reintroduces to audiences the glass and a half messaging that has been missing from this campaign for some years.
"I have no doubt that Joyville will work, and that this first execution signals a new direction in a new multi platform body of work that will reinforce the Cadbury Dairy Milk brand.
"Imagine my surprise then, when I checked the commentary on the blogs. "Lazy, vacuous strategy ... meaningless creative execution ... woeful ... dull ... rubbish". The haters are really out in force again.
"What is it about advertising that these people are simply not getting?
"Why is it that this industry continually disparages and discourages anything that is remotely fun, different and quirky?
"Here is one of the world’s great brands taking a punt on doing something different. Something engaging. Something joyful.
"Advertising is one of the few businesses in which you can legitimately celebrate craziness. Where we can explore and push boundaries and create messages that surprise and delight.
"I think we all need to lighten up. There’s plenty of dross out there and 'Joyville' is a beacon in the sea of it."
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