Rumbol, who was insistent that the advertising should be as enjoyable to watch as it is to consume the product. What an exciting brief for an agency. Unfortunately, great briefs are never easy, especially if you sometimes know too much. The incumbent agency could not crack it. Phil gave the brief to Fallon, went to Australia on a business trip, and came back a week later to find there was a small raft of work to see. Cadbury’s famous Gorilla commercial featured Phil Collins’ track ‘In the Air Tonight’, which added an air of drama before the sticks came crashing down. He had been waiting for this moment, and it showed. There was one campaign idea out of them which seemed to answer the second part of the brief: Glass and a Half Full productions, a flexible enough device for understanding milk content, and with that were four executions, among them Gorilla. It was the very antithesis of linear, persuasive advertising, and the reactions up the line in Cadbury were of bemusement not amusement. Phil recalls it was something like: “Let’s get this right: You want to make an advert two times longer than a normal ad. It’s got no chocolate in it, and it’s got no message. Are you mad?”