From the moment it starts, you can tell exactly what’s going to happen in this Glass And A Half Full Productions/Ogilvy Johannesburg work for Cadbury. It follows the classic unexpected – except in advertising – behavioral shift a group not known for the unexpected suddenly displays as if they were magically set free from the bonds that confine them to their routine.
In this particular case, it’s reclusive monks who spend their entire day is respectful silence and study. That is until a balloon falls from the ceiling, helium hilarity ensues and a monastery transforms into a dance club with monks raving to Flo Rida’s Low.
And of the monks, Director Erik Van Wyk, speaking in classic adver-babble, said, “What this endearing group does so beautifully and simply, is reflect humanity back to us. The part of humanity we like.” Um…maybe they were just glad to get up off their asses for a while.
Snark aside, we like the work. After all, who doesn’t love seeing a group do something fun and uncommon?
