About this advert
Milkybar Auditions New
31 January, 2011,
Henry Godfrey's view
Is this a harmless bit of fun or an onslaught of horrifically acted auditions. Conveying the message of the 'ungrown up' grown up it creates nostalgia with its target audience, who when were kids this chocolate bar was incredibly popular. In previous ads the milky bar kid was a child playing hero, saving the day with white chocolate bars in rein acted scenes of the wild wild west and outer space. These themes were chosen from films of the time appealing to children's imaginations and aspirations. So they have chosen to use adults actors to be the milky bar kid, but in the ad they use more of a user generated feel to create a sense of community love for the milky bar trying to appeal to the niche market of adults that love white chocolate. However this ad is not only repetitive, irritating and badly acted but it also doesn't play to the aspirations of these 20 somethings, and if were honest apart from students how many of these adults would dress up as a milky bar kid. The child hero has now been lost, there are no images of milkybar chocolate saving the day and all the ad does is convey the taste. Therefore in a weak attempt to re grasp its older audience by appealing to their nostalgia, it has created nothing more than a harmless bit of fun. But has it really re-ignited the flame these adults once had for milky bar and will they be rushing to the shops for the new creamy taste of milky bar. I personally doubt it.
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