Friday, 23 January 2009

Cadburys' Difficult Second Album

I've never really thought that you could properly be a fan of a band that had only released one album. The more you like the first one, the greater the potential let-down if everything goes down hill from there. I think it's technically know as Stone Roses syndrome. So I've always reserved judgement, and most of the bands I have loved are ones who have really delivered second time round - stuff like Massive Attack, Goldfrapp, Arcade Fire (NB. I'm not linking to anything here. The point isn't really about my personal music taste).

So for all the well deserved praise for Fallon's Gorilla work for Cadburys, the Glass & a Half Productions idea has seemed a little tarnished for me by the pointless truckracing follow-up (an ad that would have made more sense had it been audio only, as Don't Stop Me Now is the only joyful thing in it).

But there has also been a part of me that will reserve judgment on a band that suffers from difficult second album syndrome. You can always turn it round with the third, as The Killers have recently proved and hopefully Kasabian and Franz Ferdinand will soon. So it made me very happy to see the new Eyebrows work that breaks tonight. Just as warm, arresting and generally daft as the Gorilla, and with much better music (Don't Stop the Rock by Freestyle, since we're talking about tunes).

And apart from being witty and likeable, there's a couple of other things that stand out in this spot. First one is pretty obvious - Gorilla was copied, mimicked, mashed up and responded to, and that took a bit of work - hiring Gorilla suits and drumkits were pretty much a prerequisite for any sort of YouTube homage. This one is clearly designed to be mimicked in offices and playgrounds across the land with a minimum of effort. A sort of visual 'Wassup!'. Second thing is that this is a 60" ad that will get funnier the faster you view it - ie it is virtually DVR-proof. Having only seen the clip posted here I am guessing, but I'm setting the Sky+ for it this evening to see whether it is best at 1x, 6x or 30x normal speed. And as anyone who follows my TV writing will know, that makes me think it is very special indeed.


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