Almost as soon as the "Gorilla" television commercial for Dairy Milk chocolate first aired on August 31, the questions began.

Did it feature a real or fake gorilla playing the drums? Was it Phil Collins, the rock drummer who wrote "In the Air Tonight", the advertisement's slow-building music soundtrack, in a suitably hirsute costume? And how could any of this help a staid confectionery brand and the struggles of its parent, Cadbury Schweppes, to maintain its traditional grip on the nation's chocaholic youth.