Comedy roasts are tried and true crowd pleasers. Ads, not so much. While this latter may be due to the tradition of hammering people’s heads with the same ads over and over on TV and radio, and the new “tool” of inserting ads in places agencies must have found by stalking people, it is causing advertising to broaden its horizons. And that’s a good thing.
Cause agency, Nice and Serious, has hit on a new and wonderful way to reach an audience. It has also hit on a new way to deliver a Greenpeace message, one that doesn’t involve the usual guilt trip.
It’s a timely roast between a potato and a turkey, the traditional foundations of a Christmas lunch. The device gives Greenpeace licence to pour withering scorn on the environmental impact of the meat industry without triggering outrage.
According to Greenpeace poultry eats feed most likely grown on deforested land in South America. 90% of the soya imported to Europe is used for animal feed, it adds, and two-thirds of the UK’s soya is imported from South America. Using the Roundtable on Responsible Soya’s own calculator, Greenpeace UK estimates that an area of land the size of Glasgow would be needed to grow enough soya to fatten the 10 million turkeys the UK devours every Christmas.
Chiara Vitali, forest campaigner at Greenpeace UK, commented, “In our film, Turkey is well and truly roasted. But let’s be clear, this isn’t all his fault. He’s not even that old – six months tops – so he doesn’t know any better.
“But the factory farms fattening turkeys for Christmas will know the feed they use is linked to forest destruction. Supermarkets do, too. Did you really want your roast with all those forest trimmings?
Nice and Easy creative director, Peter Larkin, added, “To humorously expose the ultimate Christmas conspiracy, we brought two of the main ingredients of Christmas dinner to life in a gloriously surreal fashion,” says Peter Larkin, creative director of Nice and Serious. “With the rise in popularity of comedy roast battles, we realised we had the perfect characters to create the ultimate showdown.”