This TV commercial conjures up the 1960s par excellence, with a discotheque playing host to a young, groovy couple dancing under a glittering ball and eating Crunchie bars.
The clip shows a couple dancing to disco music with strobe lighting to replicate a scene in a nightclub. The song’s lyrics describe the 'beautiful golden groovy beautiful Crunchie taste’. The dancers are intercut with product shots of Cadbury’s Crunchie bar and the word 'Crunchie’ is repeated over and over at the end of the ad. Summary by Poppy De Souza.
This psychedelic-flavoured advertisement targets the young 'groovy’ baby boomer generation, most of whom were in their late teens or early twenties when this advertisement was made. It matches subliminal advertising techniques – quick inserts of the Crunchie bar and flashes of the word 'Cadbury’ – with strobe aesthetics of a kind you would expect to see in a disco. It is an incredibly atmospheric ad, with another catchy Cadbury’s jingle, and offers a strong example of the way that successful products often align themselves with a desired experience rather than marketing themselves on facts.
The mustachioed dancer is Issi Dye, a 1970s pop star who also hosted and appeared on episodes of TV’s Bandstand (1958–72), Kommotion (1964–67), Go!! (1964–67) and Happening 70 (1970).