WWF’s Christmas ads have traditionally asked people to give animal adoption as a present. This year, WWF has a broader plea. It is asking people to “adopt a better future”.

Uncommon has created the 60-second stop-motion animation that outlines the problem the world’s animals face and while its focus is on the jaguar, the plea is made on behalf of all of nature, referencing the recent rainforest fires and bushfires throughout the world.

The film, directed by Noah Harris, makes a young girl its heroine. She takes it upon herself to protect a threatened wild jaguar as it flees his home that is being destroyed by deforestation, rallying a crowd which stands hand in hand against the face of an impending bulldozer.

Fanny Calder, director of campaigns at WWF, stated, “We often feel that, as individuals, we are helpless to stop the destruction of nature. But when we think of ourselves as a collective, we have real power.

“In order to end deforestation – one of the biggest threats currently facing the future of our planet – it is essential that people and nature work with one another, not against. An area of forest the size of South America has already been cleared to grow the world’s crops, and this destruction is putting treasured wildlife species such as the jaguar in extreme danger.”

Nils Leonard, co-founder at Uncommon, added, “The idea of animal adoption is one people are familiar with, but this is about understanding that you are adopting far more than just a jaguar or a panda, you are adopting a different future. For all of us. Because it’s all connected. Saving our wildlife is saving ourselves.”

Supporting the campaign is a website where people can go behind the scenes of the advert.

Uncommon won the WWF account last year. Its first work for the organisation was also a plea to the world to realise that we might be the last generation to reverse the damage the human beings have done to the world.

https://youtu.be/3oT4AEJL3yI

WWF’s most poignant Christmas commercial is still the 2017 crying elephant spot, nonetheless. The commercial was written and produced by All Mighty Pictures with post-production by Time Based Arts.