Chocolate. Gorilla. Phil Collins.

While I hesitate to go so far as to call this an ad — Cadbury themselves call it a “piece of content” — it’s definitely, well…different. And weird. And entertaining. I mean, who doesn’t love to see a gorilla absolutely rockin’ out? If I saw this floating around YouTube without the branded sign-off, I’d be passing it on to everyone I know. It IS pretty sweet, but notice the “if” mixed in there. This is where the ad-guy in me speaks out, this just doesn’t work for me as branded content. It has NOTHING to do with Cadbury chocolate. It doesn’t build their brand in my mind. It doesn’t make me want to eat chocolate so badly that I’m going to run across the street to buy some. In fact, I’m not even sure it makes me remember what brand is at the end of it. So if you’re gorilla-crazy or just want a good chuckle, by all means check it out…but personally I’ll be a little annoyed if it shows up on the short list next year in Cannes. What do you think?