According to Faris Yakob, if you want to make the kind of movies (for brands) the Internet likes, this is the recipe:
Leave out all that stuff about the product. As much as you can anyway.
Make people feel something nice, link that association to your brand.
Give people things to copy, or respond to, or play with.
Don't take yourself or your brand too seriously.
Ok, I guess if your brand is Cadbury, you have 100% understanding of what your brand is, you have 100% distribution you can get away with it. Oh, and if you share the colour purple with Alice Walker/Whoopi Goldberg - and millions of dollars/euros to spend on media (and PR). But other than that I'm not sure the theory will apply to many brands in the real world.
Not sure it has the charm of the Gorilla ad either. Music lacks iconic charm. Talent not furry enough. Gag not especially funny (seems like something from America's Funniest Home Videos).
I'm backing Relevent, Distinctive and Competitive...there's a recession, haven't you heard?
Via Talent Imitates Genius Steals