Consider the law of diminishing returns in cinema, where sequels that improve on the original are famously limited to The Godfather Part II, Aliens and Breakin' 2: Electric Boogaloo.

For Cadbury, topping the impact of its already-iconic drumming gorilla was a near impossible task.

The follow-up ad is certainly fun, as two kids waiting in a photo studio conduct a bizarre 'eyebrow dance' to the punishingly upbeat grooves of Don't Stop the Rock by 90s break-beat kings the Freestylers.

And astute viewers (or those most susceptible to corporate branding, anyway) will know instantly from the purple of the girl's dress that what follows is an advert for the maker of Dairy Milk.

But while the genius of the gorilla lay in its utter randomness, the new commercial tries so hard to rebottle the magic you can almost smell the perspiration. Words such as 'wacky' and 'zany' doubtless cropped up in pre-production meetings.

Perhaps Cadbury should spend its advertising budget on getting Phil Collins himself into that gorilla suit for a star-studded reprise. These days he could probably use the publicity.