Sign up is optional, but ten companies have all ready agreed to the guidelines, these include Google, Yahoo and Phorm.

The move will counter the growing voice of discontent at the liberalness of Internet advertising standards, which up until now did not have a charter for sites to follow.

Dancing Gorillas, Racing baggage handlers and children with disturbingly energetic eyebrows, all in the name of chocolate. With the apparent popularity of Glass and a half full production Cadbury’s advertising appears to have come along way since those immortal words, “all because a lady loves.”

Cadbury have embraced the popularity of virals and used it very much to there advantage, as well as having an understanding for the different mediums of advertising, and ahcieving a balanced campaign.

Dancing Eyebrows has become the third in a trio of videos produced by a Glass and a Half Full, and has seemingly saved a failing concept. The popualrity of the drumming gorrila is undeniable with over three million hits on youtube, and cadbury chocolate sales up by a reputed rised 18% off the back of this.

Having said this, ‘Trucks’ the second in the series by comparison can be considered a failure, with no where near as many hits in terms of its viral success. I think there are many reasons for this, Gorrila and Eyebrows, are very simple, they are essentially naked. They are not protentious, or complicated, they are what you see. One is a drummer in a gorilla’s suit, the other two kids with moving eyebrows. They claim to be nothing else, they’re alsmot arrogant in their delivery.

Trucks however seems confiused, im not sure ive ever met someone who truly knows its meaning, and the fact you need to debate its meaning, for me, highlights its downfall. Its quality as a piece isnt in question with a budget of around three quarters of million pounds Juan Cabral as produced a beautful film. Except it doesn’t convey the same emotion and humour that so many love about the others of the trio.

Where for instance is the lingering purple, so cleanly and cleverly inserted in the others, that casual hint at the cadbury brand, and where is that human connection achieved with the music of Phil Collins and the shapeshifting brows.

This said the genius of GAHF cannot be denied, as they continue to develop and cross media with such ease. With gimmicks such as a b – brow and jivebrow, allowing others to upload there version of crazy eyebrows. Is this the ultimate acknowledgement and approval of the viral culture?

Whatver is said about the adverts the whole GAHF concept is one to be admired and encouraged in a day and age where we suffer from stale and outdated advertising, where something new and inventive is a pleasure to behold.

Henry Grifffin

Central St Martins Undergraduate Graphic Design and Advertising Student

The GSMA told the Moible World Congres that its members had been collating web habits of its users for a year, and will use it to attempt to boost advertising revenues.

Could this be the future of mobile communications?

The move comes at a tough time for advertisers, who attempting to sound out all possible areas of growth in an increasingly shrinking market.