Comedian Simon Amstell – or at least his disembodied voice – is starring in a subversive new campaign from advertising reformers the Purpose Disruptors.
Called ‘The Good Advert’, the spot was created in partnership with global creative network Iris, and is the latest iteration of the group’s ‘Reclaiming the Commercial Break’ campaign, bolstered by media strategists MG OMD and launched on Earth Day.
The 30-second film sees the writer and comedian play the part of ‘the advert’, with more than a touch of his trademark deadpan wit and irreverence.
The advert begins with a glitching test card and proceeds with a blacked-out screen, with the void filled by Amstell’s voice – the advert’s ‘conscience’ – reflecting on how adverts usually encourage people to spend more money, and suggesting that it might be better for them to “spend more time getting out in nature”.
It ends with the line: ‘The future is ours to create’.
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It forms part of a series of interventions by Purpose Disruptors, who ask the advertising industry to reflect on its role in society and climate change impact, and consider the potential for change.
While previous efforts from the organisation have featured on cinema screens and the iconic Piccadilly Lights, this ad is set to make its debut during Channel 4’s Change Climate programming.
The channel’s Change Climate series has already proven controversial, with its own attention-grabbing ‘Climate Skidmark’ spot, which shows suited businessmen and women sipping champagne and celebrating high profits before twerking in their oil-stained underpants.
The three-part series will feature programmes from Mary Portas, Hugh Fearnley Whittingstall, Oobah Butler and Kevin McCloud and is timed in line with the COP28 conference.
“‘The Good Advert’ is the latest chapter in our efforts to reclaim the commercial break with an important message from Purpose Disruptors,” said Purpose Disruptors co-founder Lisa Merrick-Lawless, who described it as “an ad with a conscience”.
Iris global executive creative director Grant Hunter added: “We’ve created ‘The Good Advert’ to create space for reflection in the Change Climate programming on Channel 4. It asks us all to do our bit in response to the climate.”
“Even adverts have a part to play, even though they may seem a little out of character. The future is ours to create.”
