Cadbury has launched Flying Ostrich in South Africa, the latest “Glass and a Half Full Production” designed to mirror the physical and emotional experience of pure joy associated with Cadbury Dairy Milk Chocolate. Frikkie van Nieker, an ostrich from Oudtshoorn, heroically takes to the skies to do what he has longed to do his whole life, fly. The ad begins with a slow and deliberate reveal of an ostrich in the cargo hold of an airplane, preparing for a jump. The music, “I gotta be me” by Sammy Davis Jnr, builds momentum as he limbers up and begins running towards the open door and the sky beyond. He jumps. This is his big moment of joy, thousands of feet up in the air, flying, falling towards the ground. Just when we think this will end badly his purple parachute opens up with the title, “A Glass and a Half Full of Joy.”
Click on the image below to play the video in YouTube (HD)
“Ostrich” officially took flight in South Africa on August 15, in a road block across all major TV channels, as well as cinemas across the country. The campaign is supported by a full 360 degree communication campaign, including print, radio, web, public relations and an on-pack promotion linked to www.glassandahalf.co.za. Cadbury created intrigue in the period leading up to the launch with a teaser campaign on TV, radio and in the press. The plot revolves around a character that mysteriously vanishes from Oudshoorn, leaving the locals wondering where he has gone and why. Oudtshoorn hosts one of South Africa’s most well known ostrich farms.
The Flying Ostrich ad was developed at Saatchi & Saatchi South Africa, Johannesburg, by chief creative officer John Pallant, executive creative director Adam Wittert, art directors Teboho Mosothoane and Keshia Meyerson, art director/copywriter Bruce Murphy, copywriter Lwazi Mkhize, agency producer Vernadi Simpson, account supervisor Grant Meldrum.
The two-week support campaign was developed at Ogilvy Johannesburg.
Filming was shot by director Peter Truckel via Catapult Commercials, Johanneburg, with producer Glen Bosman, cinematographers Werner Maritz and Peter Samuelson, editor Gordon Midgely, and sound designer/arranger Rob Schroeder at Robroy Music. Post production and animation was done at BFX Studios within Blade Works.
The three-day shoot involved aerial shots in the Magaliesberg, west of Johannesburg, and a studio aircraft set. A full-scale animatronics bird was used for the flight scenes and trained ostriches were shipped in from Oudtshoorn.
The spot is set to two tracks, “I gotta be me”, the version on the web, and “Nessum Dorma”, used in Europe and at Cannes.
“Ostrich” won a Gold Hammer in Latvia in June and was shortlisted at Cannes.