copy cat copy cat sitting on the door mat

Imitation is said to be the highest form of flattery, and of course it's perfectly fine to take inspiration from the art work of another. However, I'm not of the opinion that merely placing a mirror infront of something else entitles the reflected image to qualify as an original piece. Which is why I'm not so impressed with the new Cadbury's Flake advertisement.

Essentially it's a video of Russian model Yulia Lobova swirling and twirling through the air in a flowing dress made by designer Antony Price. It's quite captivating in terms of the music and movement having a hypnotic effect and I liked it because it reminded me of something Jiri Kylian would choreograph for the Nederlands Dans Theater. But in terms of advertising a product it's not obviously successful in that the viewer has no idea about what they are watching until just at the end where there's an "ohhh now I get it" moment.



Gone are the sensuous Flake women and their passionate love affairs with chocolate of past adverts and here is the dress. Over 200 metres of handmade georgette is pleated, frilled and ruffled to create a garment reminiscent of the folds found in a Flake bar. Now you get it.



Standing alone, yes, it's an impressive dress, and you can see the impression of details of a coral reef from which Price claims to draw aquatic inspiration. BUT. But but but is it still as impressive if you've heard of Alexander McQueen before? Because this is where I become a sceptic. The comparison between the Flake advert and the hologram from McQueen's Fall/Winter 2006 collection is too much. An uncanny resemblance you ask? Well... plain old daylight robbery if you ask me.