Cadbury Dairy Milk takes to the skies with epic new television commercial

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Following in the footsteps of the world-famous Gorilla, the latest installment captures the sheer joy experienced by a traditionally flightless bird, an Ostrich, who heroically takes to the skies to do what he was born to do - fly.

Appropriately set to the music track "I gotta be me" by Sammy Davis Jnr, the song is used to great effect as it reaches a crescendo when the hero jumps, spreads his wings and flies for the first time.

"This commercial mirrors the sense of joy one feels when eating Cadbury Dairy Milk, South Africa's best loved chocolate brand," says Mike Middleton, Cadbury Marketing Director.

Cadbury has also created huge intrigue in the period leading up to the launch of the new commercial, treating it like a major feature film with a very emotionally charged and intriguing teaser campaign on TV, radio and in the press. Set in the charming town of Oudtshoorn, the plot revolves around a character that mysteriously vanishes leaving the locals wondering where he has gone and why.

"We want the viewer to be swept away in a joyful adventure that is sure to leave their spirits flying high," says Middleton.
The South African Glass and a Half Full Production is already living up to expectations, having aroused the interest of international markets, as well as being announced as a finalist at the Cannes Awards and a Gold award winner at the Golden Hammer International advertising awards.

"Ostrich takes the campaign to the next level by capturing the joy of being true to who you are, combined with a uniquely South African flavour. This is a proudly South African production that has been produced to a world class standard. The idea for the commercial is both powerful and universal, and we feel confident that it will appeal to a global audience," concludes Middleton.

'Ostrich' will officially take flight in South Africa on August 15, in a road block across all major TV channels from 7:59pm. The commercial will also hit the big screen at cinemas across the country from mid-August. The campaign will be supported by a full 360 degree communication campaign, including print, radio, web, public relations and an on-pack promotion.