The power of Advertising

Advertising is a huge business if done right. Businesses' profit margins are often largely due to their advertisements campaign. Nike invest millions in advertisement campaigns year in year out to promote their products, using big name stars and celebrities. If done right, advertisements reach the audience in a few ways. Identification for example - where the audience can relate to the person or product shown - is one of the most important aspects of a successful advert; if the consumer can relate to the product, they will be influenced more easily by the messages of the advert.
However, a recent advertisement campaign for dairy milk, showing two children performing an 'eyebrow dance', has become a huge hit for consumers. Although to date there is no official profit margins laid out by the company, to get an idea of the success of the advert, type in "Dairy Milk" on YouTube. The whole first page is dominated by Cadbury's adverts of the past and present, with the majority of these being the "Eyebrow" advert.
So much so has this been a success that Internet users are uploading multiple videos a day to sites such as YouTube and Facebook showing off their version of the advert.
One of the things that struck me from watching this advert was the lack of thought towards the identification model. One of the elementary conventions of an advert has been ignored. But do Cadbury's care? The advert is a tremendous success, and all it took to make were two siblings, a camera, a few workers, and an editing suite. It's that simple.