Cadbury Dairy Milk’s new commercial ‘Triplets’ debuted on SA TV screens this week. The one page brief to Ogilvy & Mather Johannesburg was to capture ‘irrepressible joy’. They answered with a story set in the womb where three unborn, singing and dancing bundles of joy perform The Soil’s can’t-help-but-feel-good “Joy (We Are Family)” in unison while their mother eats a Cadbury slab.
The team was tasked with creating engaging communication to speak to a primarily female Cadbury Dairy Milk target consumer and bring to life the spontaneous release of joy that Cadbury Dairy Milk chocolate evokes. ‘Triplets’ taps into the insight that South Africans are inherently joyful, and we have this joy within each and every one of us.
South African acapella group The Soil performed a special edit of the song specifically recorded for the commercial and their body movements and facial expressions were captured through motion caption suits and applied to the animated babies by Glassworks in the UK.
Director of the ad, Adrian De Sa Garces of Velocity says, “When The Soil performs the song, you can feel their passion and a rich sense of joy – we wanted this to come through in our TV ad. South Africans have not seen animation of this quality and much attention was given so that the most realistic and beautiful expression of ‘joy’ and real life through animation could be created through the triplets.”
Hear the full song here:
The campaign will also be supported by in store displays nationwide, outdoor billboards as well as digital and a public relations campaign. See the brand’s Facebook page for more.