Gorilla, missing in action: New take on iconic advert drums home serious conservation message

Wednesday, 17 December, 2008
(London, 17 December 2008) - Cue a familiar looking purple-walled studio, a drum kit... but where's the gorilla? A new viral based on the iconic chocolate advert was released online today to highlight the plight of the world's rapidly disappearing endangered species.
The viral is being released by the International Fund for Animal Welfare

(IFAW) to draw attention to the perils faced by many wild animals – including tigers, elephants, whales, turtles and gorillas - and to promote IFAW's work to protect these and other threatened species from extinction.

Rosa Argent, IFAW Communications Manager said: "This is a simple yet powerful take on a hugely popular advert. Just as people respond to the human-like qualities of the great apes, we hope this film clip will resonate with a wide audience and make people realise that the existence of these charismatic animals is not at all guaranteed. We must act now to save species on the brink of extinction."

The 40 second pro-bono advert is the brain-child of creatives Magnus

Thorne and Paul Turner of Rapp London, and was directed by Harry Dwyer and produced by James Sorton through the production company 2am. Post production was donated by Prime Focus and sound design kindly supplied by Wave.

Paul Turner and Magnus Thorne, creators of the viral film, said: “The drumming gorilla is rightly one of the most famous and well loved commercials of recent times. We hope this parody can convert even just a small amount of that good will and attention towards helping protect the few remaining real gorillas. Without the work of organisations like IFAW, it may not be long before an actor in a monkey suit is the closest thing left on the planet to a real gorilla.”

Rosa Argent added: “IFAW would like to sincerely thank all those at Rapp and 2am who donated their valuable time and energy to bring this fantastic idea to life.”

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