About the advertising, i am not agree with you, the link is the joy (cf : slogan+music+gorilla’s face). They use only two sentences: “I can feel it coming in the air tonight, Oh Lord —-I’ve been waiting for this moment, all my life, Oh Lord”
It is a kind of unbelievable moment,….
During the first 30s, you believe the gorilla’s face shows the joy because he eats a delicious piece of chocolate. And no…

I was surprised by the “personage”, but after thinking, it is too ordinary to use a man or a woman, the gorilla is funny and incongruous!
Women will remember the advertising because it is about pleasure, men because it is a gorilla who play drums (so masculine!!!)!
You will remember the brand because you feel something! And i know another brand that did the same, it comes from Italy…. i am sure you will understand what i mean……..
http://www.youtube.com/watch?v=seJmEb0fcBA
Or in French:
http://www.youtube.com/watch?v=6eFsanW0ht0
(I would like to know who chose the personage in the French version….)
Same strategy … the link, between the product and the commercial, are feelings (Chocolate is pleasure) (Fiat uses memories, feelings and opinions)

kiss
ciao