"This spot conveys the brand's values without compromising any of its charm. Simple images of ingredients relay the message about Innocent's purity, while the frame with the farmers reminds us this is an ethical company without ramming it down our throats. It's good to see a brand not built on TV advertising using the medium so effectively." The ad was written and art directed by Ed Morris and directed by Simon Ratigan through HLA.
Ian Darby is impressed with Lowe London's first ad for Innocent: