Resurrecting the Cadbury Easter Bunny

by Ariel Clark

Recently, I had the experience of viewing an ad that took me back to my childhood. Not for being evocative of my particular experience but because the ad itself first aired in 1993, and I can recall it playing during Saturday morning cartoons. With some small updates, this spot has been given new life this Easter, and though its original broadcast was some 17 years ago, it's still fun, clever and relevant.



Link: http://www.youtube.com/watch?v=oamnDsxFLyg

OK, so the production quality reeks of the day, but it still gives me a chuckle. And it raises a lot of questions. Did Cadbury intend on this ad running into the 21st century? And in today's ever-growing, consumer-focused, social-media-2.0-viral-digital-everything market, is there value in designing a "classic" ad, or should the imperative be about trends?

Personally, I love poring over issues of Communication Arts from the early to mid-90s because, while they might not be as flashy as today's ads (and of course, there's no social media component), the copy is BRILLIANT. The concepts are simple and powerful, and they're delivered with efficiency. It's what makes them remarkable, and therefore memorable.

So what of today's advertising will be remembered in 17 years (or 17 months, even) and what will be forgotten? Could this Cadbury spot still sell chocolate to my kids? Or will the next generation need more stimuli and a more personalized advertising experience to be compelled to buy?

Only time will tell, of course, but it's my belief that wit will forever trump flare, and frankly, Reese's Peanut Butter Cups always beats Cadbury Creme Eggs.

Happy Easter!