We are used to seeing ads recycled by a brand — Hovis recently updated its “Boy on the Bike” ad after nearly 50 years — but not to seeing ads recycled by different brands.
Dutch organic supermarket chain Ekoplaza is the latest marketer to use Mother’s animated film about palm oil and deforestation, which was originally made for Greenpeace and was very effectively recycled by another of the agency’s clients, Iceland, at Christmas.
In this Dutch version, Emma Thompson’s voice is replaced by actor Georgina Verbaan, who is well known for her support of environmental causes. The ad will appear online and in all 75 Ekoplaza stores.
Hermeti Balarin, partner at Mother, said: “The Rang-tan story is more than an advert, she has the power to help us wake up and realise that the choices we make in the supermarket can have devastating effects far away from the till.”