Why Cadbury’s ‘Gorilla’ ad nearly didn’t get made

Imagine the pitch: it’s a 90-second advert, there’s no dialogue, we won’t show the product; instead it’s just a guy in an animatronic gorilla suit in an empty room playing the drums. Would you buy it?
Luckily Phil Rumbol, Cadbury’s then newly-appointed marketing director, did and ‘Gorilla’ has gone on to become one of the best known ads of the early 2000s. “When we heard the script I just remember myself and my team walking into the side room and g