Plant-based, plastic-free chewing gum brand Milliways has launched its first-ever TV advert using its prize of £250,000 media value from the 2023 Sky Zero Footprint Fund.
The disruptor brand’s creative concept made it to the Sky Zero Footprint Fund’s final five, where it unveiled its 30” TV advert to a panel of judges at the fund’s showcase event in December 2023.
From gnawing on plastic ketchup bottles to chewing a dog’s toy, Milliways’ creative campaign says “stop what you’re chewing” as it uses humour to make consumers rethink the single-use plastic ingredients in conventional gum.
The ad features Milliways’ bold visual language and was devised to educate the 85% of people who don’t realise that chewing gum contains the same plastic found in drinking straws, carrier bags and plastic bottles.
Milliways founder Tom Raviv said that the firm’s mission of making sustainable and quality gum “requires enormous effort when most consumers don’t know that big brands use plastic ingredients in their chewing gum”.
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He added: “With Sky Media’s reach and Milliways’ planet-friendly products, we’re ready to create a sustainable mass change in behaviour by informing consumers in a way that raises a smile at the same time.”
Shot by award-winning directors and producers, the ad also follows best practice advice from the Advertising Association’s AdGreen programme.
This is the third Milliways ad campaign and the first TV ad shot by director Talya Galasko, who said: “It’s been so exciting developing a distinct tone and visual language with the brand, and seeing that come to life on TV screens across the country.”
“It’s undeniably fun and eye-catching, and gets across a serious message in an approachable away.”
The TV campaign will be aired from today (26 March) until the 21 April across a mix of channels and programming using Sky Media’s One Campaign addressable and Dunhumby data to target category buyers.
