Cherry Ripe celebrates ‘feeding the soul since 1924’ in 90th anniversary spot via Droga5 Sydney
Iconic Australian chocolate brand Cherry Ripe has launched its first new campaign in several years via Droga5 Sydney, marking the brand’s 90th anniversary.
Titled ‘Feeding the soul since 1924’, the ad showcases those moments you create for yourself to enjoy a Cherry Ripe, uninterrupted. The TVC has universal appeal that shows a female protagonist through the decades, getting lost in a pure moment of ‘me time’ with a Cherry Ripe while listening to music, highlighting Cherry Ripe as a little moment of indulgence that feeds the soul. Neil Diamond’s legendary Cherry Cherry, provides the perfect soundtrack to the TVC.
The TVC captivates the attention of the audience through the use of iconic fashion trends and home interiors, travelling back in time through the decades to Cherry Ripe’s inception in the 1920s.
Says Audrey Green, Cherry Ripe marketing manager: “The new commercial is a great way to remind people that Cherry Ripe has been providing Australians with an intimate ‘me’ moment for 90 years. No matter how frantic life is, everyone enjoys creating some time to get lost in a really good song with a delicious little indulgence and that’s exactly what Cherry Ripe provides.”
Client: Mondelēz International
Agency: Droga5
Media: Carat
8 Comments
Congratulations to D5 for now consistently producing work characteristic of an agency that’s long been the comfortable mainstream fabric of advertising society rather than the enfant terrible up-start startup it promised to be.
Neil Diamond’s legendary Cherry Cherry, provides the perfect soundtrack to the TVC.’ A genuine creative breakthrough.
I’ve grown to expect self-serving, uninspiring tripe from Droga Sydney, but this takes it to a whole new level.
No stars.
You really have to ask yourself if the big guy would be happy with this output.
Surely, given the forward momentum of the NYC shop, this Aussie outpost is dragging their name backwards.
It can’t be about the money. So I keep wondering what it is about?
Where’s the obligatory slo-mo fellatio shot? Surely that’s needed as much as the cliched orgasmic pleasure shots that are de rigueur in a chocolate bar commercial. One would have hoped that D5 would bring some sort of contemporary feel to the category, but…enough said.
Hasn’t been the same since Marianne Bess departed.
So essentially the Levis campaign from 2007 and Harvey Nics’ ‘Seems Like a Woman’ but without any of the charm, filmic quality or original idea.
https://www.youtube.com/watch?v=zuiBxtiC-d0
Not mentioned in the press release is the fact that D5 lost this account many months ago… This has been sitting in the can since 2013 (and it hasn’t aged well)