Other than the rather wonderful Brylcreem ad produced by our friends at ad agency WCRS, the best ad on TV at the moment is, of course, Cadbury’s Daily Milk ad with the gorilla drumming along to a Phil Collins tune. Following the post that Chungaiz wrote about the gorilla ad and what it says about marketing in the 21st Century, we’ve started ranking on the 1st page of Google for a number of terms related to the ad, and it was whilst checking these this morning that I noticed some rather clever guerrilla, or should that be gorilla, marketing.

If you do a search for dairy milk ad on Google you may well get see, alongside the natural results, a paid ad for the Phil Collins Greatest Hits album. Seeing as the ad features a Phil Collins track it is entirely possible that people searching for information on it are trying to find out the song, so it makes absolute sense to push his CDs against such searches. Having said that, no-one else seems to be doing it, and so it deserves applause for brilliantly lateral thinking on the part of Play.

Except that it’s not actually Play placing the ad, it’s a very inventive affiliate. You can tell this because if you look at the rather long URL behind the ad, you can see at the end it reads playcom.at which indicates that it is an affiliate campaign run on the Buy.at network. So we’d just like to say well done to whichever clever affiliate it is that has so succesfully tied their paid search marketing into the Cadbury’s TV campaign.

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