This fun little advert depicts a boss sat in his office, eating a slab of Dairy Milk chocolate and dancing to music after being put on hold. He appears to be ‘just a normal person’ having fun in a circumstance that most people may find annoying.
Additionally, Cadburys have a history of creating adverts to make you smile, from dancing clothes to the iconic drumming gorilla. This boss is happily dancing, which makes him and his co-workers happy and at the end, the advert asks the consumer to free the joy. Isen & Levin (1972) uncovered that people are more compliant to requests when they are in a positive mood. Therefore, with this fun and happy advert, a consumer may be more likely to buy a Dairy Milk bar as they may associate this product with their mood.
Don’t be fooled, you don’t need chocolate to have a good time and be happy, but it sure does taste good!
- Aune, R. K., & Basil, M. D. (1994). A relational obligations approach to the Foot-In-The-Mouth Effect. Journal of Applied Social Psychology, 24, 546-556.
- Festinger, L. (1954). A theory of social comparison processes. Human Relations, 7, 117-140.
- Isen, A. M., & Levin, P. F. (1972). Effect of feeling good on helping: Cookies and Kindness. Journal of Personality and Social Psychology, 21, 384-388.
- Pratkanis, A.R. (Ed). (2007). Social influence analyisis: An index of tactics. The Science of Social influence: Advances and future progress. New York: Psychology Press.