Gorilla is a British advertising campaign launched by the advertising agency Fallon London on behalf of Cadbury Schweppes in 2007, to promote Cadbury Dairy Milk brand chocolate. The centrepiece of the campaign was a 90-second television and cinema advertisement, supported by related media purchases in billboards, magazines and newspapers, as well as sponsored events and an organised internet presence (contracted out to Hyper). The total cost of the campaign is estimated at £6.2 million. The central television advertisement was created and directed by Juan Cabral and starred the actor Garon Michael. The advertisement, which first appeared on British television on 31 August 2007, has since appeared in Canada, Australia, South Africa and New Zealand, among other countries, to popular acclaim. A version uploaded to the video sharing website YouTube received 500,000 page views in the first week after the launch. The polling company YouGov reported that public perception of the brand had noticeably improved in the period following the launch, reversing the decline experienced in the first half of 2007. Description The advertisement consists of a simple, 90-second tracking shot across a music studio, with Phil Collins' "In the Air Tonight" playing in the background. A large gorilla sitting at a drum kit plays along with the song's famous drum fill. Background Gorilla formed a major part of the pitch by Fallon London to draw Cadbury Schweppes away from its established contract with Carat in 2006. Their proposal was to step away from traditional advertisements to a middle-aged, middle-class demographic. Instead, Fallon proposed the production of "entertainment pieces" aimed at a broader range of consumers and spread through viral marketing – that is, through word of mouth. To this end, Cadbury ended its ten-year sponsorship of the popular soap Coronation Street. Public perception of the Cadbury brand had slipped in the 2006-7 period, following a series of public relations blunders and product recalls. In mid-2006, a leaking pipe in the company's Marlbrook factory led to 40 cases of salmonella exposure and a product recall costing the company over £20 million. Cadbury's failure to inform the Food Standards Agency for five months led to an additional £1 million fine from the Crown Court in Birmingham,. In the wake of the scandal, the Food Standards Agency advised the company to improve its "out of date" contamination testing procedures. Other public relations blunders in the run-up to the campaign included the distribution of