Adopt a jaguar, and a better future, in Uncommon’s WWF ad

The World Wildlife Fund’s message will fall on receptive ears this Christmas – it could even make jaguars as popular as John Lewis’ “Edgar the Excitable” dragon.

Uncommon’s ad stars a young eco activist, and a jaguar in a burning rainforest. The WWF now calls itself an “environmental organisation,” and the idea is that by adopting a Jaguar we can adopt a better future.

Nils Leonard, co-founder of Uncommon, said: “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.”

MAA creative scale: 7

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About Emma Hall

Emma Hall is a journalist and editorial consultant and is the former Europe Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.