Advertising, like any art, is wildly personal.
Cadbury's new tv spot is destined for greatness. Although the most common argument against it will always be "but where's the product?", the agency which developed the campaign appears to want the viewer to feel how they would feel if using (or in this case, eating) chocolate. It makes you smile.
Is it ballsy, risky and different? Yes...absolutely. One of the comments I read about it referred to the Phil Collins song and how the ad has incorporated the greatest drum solo of all time. I have to agree with that and perhaps for that very reason, the impact might be lost on people who don't know the emotion and history of the tune. Just amazing. The detail of the gorilla (look for the earpiece, too) is definitely a star of the spot but the entire 90 seconds is riveting. I couldn't look away. That, in itself, is great advertising and very much creates an emotional connection to Cadbury chocolate.