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By Noel Young, Correspondent

November 3, 2011 | 2 min read

You know you've got something good when a leading American ad magazine chooses a bit of British Olympic boosterism as its Ad of the Day. And that is just what Adweek has done with this bit of sublime nonsense .

The magazine says, "Cadbury Dairy Milk isn’t afraid of head-scratching advertisements. In the past, the company has given us everything from dancing monks to magically animated thrift-store apparel—none of which has had much relation to chocolate bars—so it comes as no surprise that the brand’s 2012 London Olympics campaign has so far been quite strange, to put it mildly. (For proof, look at our other video, for Cadbury’s debut Olympics campaign, Stripes V. Spots.)"

Cadbury Dairy Milk teamed up with agency Hypernaked for the "Keep Singing Keep Team GB Pumped" campaign, says Adweek. The aim is to get the British singing power anthems to support their Olympics team. The Ad of the (US) Day is Tina Turner’s “Simply the Best”—in true Cadbury Dairy Milk fashion.

"The spot opens in a gymnasium pool, where swimming champion and Olympics hopeful Rebecca Adlington is training. A radio broadcast informs us that a rendition of “Simply the Best,” sung by hundreds of Brits, will play through underwater speakers to inspire Adlington as she swims laps."

Sound heartwarming? "A bit, yes, but verging on creepy," says Adweek.

"Instead of just voices, we get a whole cast of characters—a butcher, a cafeteria lady, a sheep farmer, and a glam rock group just to name a few—singing to Adlington from the depths of the pool.

"The earnest message of “Simply the Best” might be encouraging, but as the spot proceeds, the water gets more and more crowded. The message? We're all in the water with her, rooting her on."

American Olympic hopefuls, what chance have you got!!

London Olympics Cadbury

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