Darrell Lea is promoting its move to go palm oil-free with an ad that imitates Cadbury’s iconic drumming gorilla ad.
Last month, the Australian chocolate brand announced it would change more than 100 of its products to remove palm oil. The ingredient has been controversial due to the damage caused to the habitats of endangered animals, such as orangutans, during its production.
To promote its decision to dump the ingredient, Darrell Lea has released a new phase in its Darrell Lea Makes it Better campaign, created by independent Melbourne-based creative agency Akkomplice. The push launches with a TV spot that mimics Cadbury’s drumming gorilla ad.
However, instead of a gorilla drumming to Phil Collins’ song In the Air Tonight, it features an orangutan drumming in a rainforest to George Michael’s Freedom! ’90.
"Our ad is about Darrell Lea products, no one else’s,” Tim Stanford, Darrell Lea marketing director, tells AdNews.
“It is about celebrating the fact that Darrell Lea is now 100% palm oil free.
“We’re celebrating a huge achievement and something that’s incredibly important for orangutans, other endangered animals, the rainforest and our planet. Our ad is telling an important story."
The original Cadbury ad, released in 2007 and created by London-based agency Fallon, has become iconic, winning awards such as the Grand Prix at Cannes Lions in 2008 and seeping into pop culture.
Darrell Lea’s ad is currently running on TV and is supported by a national outdoor campaign. It has also been picked up on social media, with public opinion divided on whether it’s a homage to the Gorilla ad or a simple rip-off.
“The ad of an orangutan in a rainforest perfectly encapsulates our brief which was to announce that Darrell Lea is now 100% palm oil free,” Stanford says.
“It’s a very emotional ad. The eyes of the orangutan are a great connection.”
It’s not the first time Akkomplice has taken on famous ads.
Early last year, the agency imitated Yellow Pages’ classic “Not Happy Jan”, which was created by Clemenger BBDO Melbourne in 2000. Following the spot, Sensis, owner of Yellow Pages, issues a cease and desist letter to Darrell Lea, forcing Darrell Lea to pull the ad.
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