The Black Farmer teases Tony Kaye-directed ad

The Black Farmer has released a trailer for its Tony Kaye-directed ad, ahead of its launch during Gogglebox next Friday.

The ad, created by Big Eyes, stars The Black Farmer’s founder Wilfred Emmanuel-Jones, who is holding the Union Jack while morris dancing in his fields in Devon. He says: "I am black, red, white and blue."

The actual two-minute ad will launch during Gogglebox on Channel 4 next Friday evening.

Emmanuel-Jones is hoping the ad challenges both the portrayal of people from black and ethnic minority backgrounds as well as the way food products are advertised.

In reference to the current debate around diversity in the creative industries, Emmanuel-Jones said: "I think that if we spend our time pleading for opportunities we will be waiting forever for true representation.

"It is down to us people of colour to show what is possible and to present our vision of diversity Britain. It is the pioneers who challenge stereotypes who will bring about change."

The Black Farmer hired Big Eyes to create its first TV ad campaign last year after a review held through AAR. The Big Eyes creative director, Martin Galton, was the copywriter and art director on the campaign.

Emmanuel-Jones established The Black Farmer in 2004, selling gluten-free products including sausages, bacon, cheese and eggs. A former TV director and producer, he stood as a parliamentary candidate for the Conservative Party in 2010.

Read an in-depth interview with the American History X-director Kaye in next week’s Campaign magazine.