Last night, while watching the gyrating mammary parade that is 'Underbelly' my wife and I saw the Cadbury 'Gorilla' ad, local version. Instead of Phil Collins' 'In The Air Tonight', the popular primate twirls the sticks to Johnny Farhham's 'You're the Voice'. From it's launch in the UK in 2007, this ad has caused controversy, and the result was no different in our household. "What's that got to do with chocolate?" chocolate-loving Mrs Baker said from the sofa, "What rubbish!" The truth is, it has everything everything and nothing to do with the stuff. Chocolate is of course, all about chocolate. But it is also about joy and sharing, and this ad is nothing if not all about these two qualities. YouTube proliferates with home-made remixes (check out the Deep Purple cover), the Gorilla facebook page has more than 100,00 friends, while the old-school broadcast version is still provocative enough to generate discussion on the Baker family couch. But did it work? In the UK, sales were up after a bleak year for the company, while the campaign scooped the pool at all the creative award shows. Working in advertising agencies, we sell our clients on process and rigour, as if funding enough focus groups and territory boards was a guarantee for market success. Sometimes it does, often it doesn't. But this campaign works, just because it does. Rather than telling you what to feel about the product, it simply makes you feel it. And that's rather nice, isn't it?