Released in 2011, this ad is about their dreamy chocolate truffle. The main part of this whole ad is firstly the chocolate bar itself in the middle which takes up the most space, which I believe is to inject into consumers that it is the main subject, and not the words or the crystals that is is surrounded with. The top is written with the words 'Move Over Naomi, there's a new diva in town'. Naomi meaning to top supermodel Naomi Campbell. This might not be effective to people whom are not savvy with the fashion industry and not understand the print ad, and this would make the ad quite obsolete.
The main concept of this ad is mainly based on relaxation and royalty. This is seen clearly in the entire ad, with its main theme of purple, which is commonly associated with royalty, and this is due to the past, where purple dyes are difficult to achieve and is expensive and are most often worn by the wealthy people. I digress. Another part which supports my inference on it's royal concept, is that the chocolate is laying on a bed of crystals, which gives the image of being very expensive. the royal concept is mainly portrayed by pictures and images, whereas the relaxing feel comes from both the colour and text fonts. The colour is soothing compared to loud colours like red, orange or yellow.
In terms of typography, they are using does not have sharp edges, are slanted and have font size changes throughout a sentence, as seen on the top. This three factors are not seen in formal work, as it commands for consistency, not seen in this ad. Another concept is based on supermodel Naomi Campbell, whom is often deemed as a diva, yielding great presence and stature and is amazing, and the sentence 'Move over Naomi, there's a new diva in town', hinting audience that this chocolate is amazing and demands for presence and stature.
The design principles basically uses the theme purple, and unlike most advertisements, usually, texts are a lot smaller than the actually image which is the product, we realise that the top text is in terms of length, about the same. This is because to fully understand the ad, one must read it first, so that they see why the chocolate bar is in a bed of crystals, as a diva would only expect the best. And the image, usually in the middle, is placed slightly towards the right, and the text on the left, I think this is to create balance and also to ensure it is not too cramped and too distracting and if it is, consumers would see it too over the top, and messy and not want to read and view it. Even though it uses a purple theme, we can see a gradation of purple, with a whitish tint nearer to the actual chocolate bar, I think this is to create an illusion that it is glowing in radiance.
Overall, this ad is interesting as it is slightly different from other advertisements, especially it's chocolate ad counterparts. However, whether or not the ad is useful is arbitrary, reason being one must understand the Naomi Campbell reference to fully understand the message of the ad. Hence, this ad is more likely targeted to teenagers who are more likely to be into fashion, as well as young adults who has the tendency to be interested in the fashion industry. So whether or not it serves the mass audience is questionable. However, Campbell herself was very offended by the ad and wanted to boycott it, expressing that she's very disappointed Cadbury. hence Cadbury may lose consumers who are fans on Campbell. However the stir caused, may gain them publicity, and attract more people to take a look at it. As there's no such thing as bad publicity.
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