New Cadbury Cricket ad: Thank God It's Friday! Takes a new meaning if you are able to spot something like this first thing in the morning. Yes, I am talking about the new, no old Cadbury ad with a new twist. A simple gender swap has been a conversation starter. Have you seen it yet?
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For those of you who would instantly remember the Cadbury ad, the moment the jingle starts, it has a whole new meaning to it, apart from the nostalgia. It is that breath of fresh air that can instantly cheer you up. At a time when advertisements either fail to make an impression or rub you the wrong way, this effort is much appreciated. It is a testimony to the fact while our love for cricket has remained unchanged over decades, the times we live in is changing and for the better.
And for those of you who do not have a living memory of 1993, this is the cricket ad by Cadbury where a girl dances on the cricket ground after the batsman, assumably her boyfriend, completes his century. The same ad has been reimagined with the genders reversed. And with that, it strikes a chord with both the older and younger audiences today.
Cadbury ad: You can watch the ad for Cadbury Dairy Milk by Ogilvy here:
Given what our girls are achieving every day the reprise is just what was needed. Over time and with awareness about women’s rights ads have shifted away from being blatantly sexist. However, objectification of the fairer sex, and playing off on gender stereotypes to sell stuff is still what drives advertisements in India.
Commenting on the campaign, Anil Viswanathan who is the Senior Director, Marketing, at Mondelez India, said “From acing in the corporate world to winning Olympic medals, women are at the forefront of creating new milestones, every single day and our film is an ode to each one of them. As a brand that has always promoted gender inclusivity, contemporizing an iconic campaign is our way of recognizing the changing times and extending support to all the women trailblazers.”
A large number of our ads still show men or women failing to achieve a task specifically because of their gender, men are still the knights in shinning armour. It is always a mother changing nappies, a man driving cars, while a woman folds clothes after washing them and so on. Please tell me why do we need to sell men's deodorants by correlating them to a rise in sex appeal and popularity amidst the opposite gender?
Advertising should help us understand the world around us. It should reflect our changing cultural milieu. And we’re at a juncture where we need to recognise that traditional ways of representing gender don’t appeal to the youth anymore and in that this ad has set the ball rolling.
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