TBWA marshals Scrumpy Jack eco-protest

TBWA GGT Simons Palmer has unveiled a new advertising campaign for Scrumpy Jack which puts the cider brand at the heart of the debate over the future of the English countryside.

TBWA GGT Simons Palmer has unveiled a new advertising campaign for

Scrumpy Jack which puts the cider brand at the heart of the debate over

the future of the English countryside.



The television campaign, which breaks on 16 June, introduces a gang of

idealistic young eco-protesters - and a new endline: ’In association

with Scrumpy Jack. Because no countryside means no apples.’



The first ad opens on a shot of a paving stone being lifted under cover

of darkness and the view widens to show a couple of protesters carefully

planting a young tree - in the middle of Oxford Street. ’Too much

concrete, not enough trees,’ agree the young men as they toast their

handiwork with bottles of Scrumpy Jack. Finally, a policeman approaches

to find out what they’ve been up to.



A second execution shows the protesters grazing a flock of sheep on some

lush grass, while holding forth about the ancient practice of allowing

animals free range over common land. The camera sweeps back to reveal

that the sheep are nibbling away at a patch of grass in Parliament

Square.



A third commercial tackles the environment issue head on by claiming to

be the first ever ’carbon neutral advertising campaign’ - because a

protester actually plants a tree while he is being filmed in order to

absorb any excess carbon generated by production of the ad.



The campaign was written and art directed by Paul Belford and Nigel

Roberts at TBWA, and the films were shot by Kirk Jones through Tomboy

Films. Media planning was handled by Unity and buying by MindShare.



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