Why the gorilla, why the Phil Collins song? Why the drums?
JC: It kind of makes sense to be honest. It's a very powerful drum solo. So a gorilla has to play it.
Why did you decide to direct the spot?
JC: When I started to write the script, it came out very detailed, like some kind of treatment. It had to be like that, because it was probably the only way to sell the idea—timing and tone had to be right. Once the client decided to go for it, we realized there wasn't much time before going on air, so it seemed like the right thing to do.
What was directing like? What was challenging?
JC:There was this moment in the production where things got stuck. There was something that seemed [like it] couldn't be solved. It was strange to feel 'this is it?' There was nowhere to go, no one to throw the problem at. When you get through that, it's a good feeling. Maybe it's called relief.
Were there fun parts?
JC: I remember that I picked three different sets of drums to try on the day. The morning we were shooting, the art department guy comes a bit shyly and says 'I'm afraid I only got hold of two out of the three drums you wanted. Mathew (the producer) and me looked at him in silence, expecting a really good excuse. Then he added 'The strangest thing happened. Someone ordered the same drum kit for a whole month to take on tour. Phil Collins.
What sort of future do you see for yourself behind the camera?
JC: I really don't think like that. I take each project as it comes along. All I know is I care a lot about writing and I feel the same way about execution. It's about both elements. I naturally involve myself to the point where the line blends.
What do you think of the reaction to the spot?
JC: I just heard that Phil Collins is back in the UK charts after 20 years. Don't know whether that's good or bad, but it's certainly funny.
We've heard a lot of "this doesn't have anything to do with chocolate" comments--what do you say to that sentiment?
JC: I genuinely feel we've given the most professional answer to Cadburys. But you should ask the client about that.