Have you ever watched an ad and thought, is this even an ad?
For example, the famous chocolate brand Cadbury has produced many ads for their chocolates, but one specific product 5 Star has a different fan base altogether because of its unique and funny advertising style . I still remember the 5 Star ads from my childhood — they always stood out because of their funny and unique style. The comedic scripts were so entertaining that I’d stop whatever I was doing and run to the TV whenever one came on. Cadbury 5 Star’s tagline, “Eat 5 Star. Do Nothing.”, is central to its marketing approach. The brand leans into the theme of embracing laziness and breaking away from societal norms often flipping expectations in quirky ways, especially during occasions like Valentine’s Day.
When it comes to chocolates, the messaging is usually centered around love, relationships, and couples. But Cadbury took a different route with 5 Star. They flipped the script and presented this particular chocolate in a completely unexpected way and it worked. Their quirky, offbeat ads made people stop and stare at the TV. It’s been nearly a decade since those commercials aired, but I’m sure anyone who saw them as a kid still remembers them vividly . Instead of showing couples sharing sweet moments or families bonding over chocolate, 5 Star ads featured characters so relaxed and detached from everyday chaos that they became instantly iconic. Whether it was a guy ignoring a bank robbery or someone lost in his own world during a high-stress moment the humor came from their complete refusal to react. It was absurd, hilarious, and oddly relatable . Even now, almost a decade later, people still remember those commercials. They weren’t just selling chocolate they were creating a character, a lifestyle, a mood. In today’s digital-first marketing world, where attention is the most valuable currency, there’s a lot to learn from that kind of creative risk-taking.
1. Pattern Disruption
Our brains are constantly scanning for patterns — and we tend to ignore anything that feels predictable or repetitive. Most chocolate ads follow a common theme: romance, gifting, families, or celebrations. Cadbury flipped that script with 5 Star.
Instead of emotional bonding moments, they showcased weirdly chill characters who were completely unaffected by the chaos around them. For example, a guy calmly chewing chocolate during a bank robbery. This unexpected behavior disrupts the viewer’s mental pattern — making you pause and wonder, “What’s going on here?”
2. Use of Humor
Humor is one of the most powerful psychological triggers in advertising. But the 5 Star ads didn’t go for slapstick or loud comedy — instead, they used subtle, deadpan humor that made you smirk or laugh unexpectedly.
The characters’ complete indifference to extreme situations (like riots, public chaos, or national emergencies) was so bizarre, it became hilarious. The funnier and more out-of-place the moment was, the more it made the ad unforgettable.
3. Unexpected Scenarios
Each ad started with something strange — a serious situation where the main character wasn’t acting how we expected a normal person to behave. These scenarios created a natural sense of curiosity, forcing the viewer to keep watching just to see how it ends.
This taps into the “curiosity gap” — when your brain notices a gap between what you know and what you want to know, it urges you to fill that gap.
4. Relatable Emotion: Escape from Pressure
Under all the absurdity, these ads carried a subtle emotional theme: the desire to escape pressure and just do nothing. In today’s fast-paced world, everyone feels overworked and overstimulated.
5 Star’s messaging gave people permission to tune out, relax, and just enjoy something simple — like chocolate. It wasn’t just about selling a product — it reflected a mood many people wished they could live in.
5. Simple, Sticky Tagline
“Eat 5 Star. Do Nothing.” is brilliant in its simplicity. It’s short, memorable, and perfectly sums up the essence of the brand’s ad campaign. Great taglines don’t just describe a product — they represent a mindset or identity.
In this case, the tagline became a cultural phrase — a fun expression of laziness that people could jokingly apply to themselves.
6. Minimal Visual Distraction
In an era of over-produced, heavily edited ads, 5 Star’s visuals were simple, focused, and raw. Instead of using lots of movement, flashy effects, or color overload, they let the storyline and characters shine.
That clarity actually helped draw attention. With fewer elements to distract the viewer, the message came across more powerfully.
7. Brand Personality & Consistency
One of the reasons these ads were so memorable is because every single one stayed true to the same tone, humor, and message. Whether it was on TV, YouTube, or social media, Cadbury kept the “Do Nothing” personality consistent.
Over time, audiences began to expect and look forward to the next bizarre scenario from 5 Star. That’s how you build a brand — not just a campaign
Final Thought (From a Digital Marketing strategist’s Lens):
Cadbury 5 Star’s ad campaign didn’t just entertain it leveraged deep psychological triggers, flipped industry norms, and created a unique brand identity that people still remember today. As digital marketers, there’s a powerful lesson here: attention is currency, and creativity is how you earn it.
In a crowded digital landscape where users scroll past content in seconds, the ability to stop someone mid-scroll — or mid-swipe — is everything. The 5 Star campaign proves that you don’t always need a big budget or polished production to make an impact. Sometimes, the smartest move is to challenge the expected narrative and find a fresh emotional angle.
Whether you’re building ads for Instagram, YouTube pre-roll, or display banners — ask yourself:
- Does this surprise the viewer?
- Does it evoke emotion or make them curious?
- Does it reflect a mindset they secretly relate to?
As marketers, our job isn’t just to sell — it’s to connect. And sometimes, the most powerful connection comes not from shouting louder, but from saying something completely unexpected… like “Do Nothing.”
Connect with the best digital marketing strategist in Malappuram , Kerala for more blogs and contents