Sometimes there are ads that are just plain bad. Work that makes you want to tear your hair out (or whats left of it if you are a planner...) like Go Compare, DFS, etc. That's just life in advertising.
What's more disappointing for me is when a good campaign loses its way, and sadly that feels like the case with the new Cadbury's Dairy Milk ad from Fallon.
While 'Charmer' keeps the trademark decent soundtrack, this ad feels like it shouldn't be judged against Gorilla and Eyebrows. Where they were about branded content, conveying a mood and a feeling; this is a product ad plain and simple. You can almost hear a client shouting "more product" like Father Jack at a wet t-shirt contest... "That's it, more chocolate, more milk, more chocolate, muah ha ha ha!"
The poster campaign for UK advertising as branded content has gone back to the old ways. A shame, but I hope they will return to the new (so the speak).
That said, judged as a product ad it does the job. 60 seconds is too long for an idea that can be more than explained in 30, but it's a nice enough way of getting the point across; and it does make the product look good.
I guess the view on this ad depends how you base it: A decent product ad vs a rubbish follow up to those that went before it.