Monday 26 November 2018
Iceland: It's Heating Up!
I'm really late to the party on this one!
And forgive me for the title...I just couldn't help myself!
So, as you most likely already know (if you're British), Clearcast recently rejected Iceland's 2018 Christmas Advert. The body for vetting adverts on TV claimed that the advert - made by environmental organisation, Greenpeace - breached rules banning political advertising, stated in the 2003 Communications Act.
If you ask me, this entire thing is an injustice to the education of the public regarding the environmental dangers we face. We laugh in the face of 'certain presidential figures' (LOL-hint-LOL) for their lack of action on climate change, but preventing this from being aired - censoring the truth of the world we are living in - is almost as damaging.
However, there are several arguments here; the adverts has definitely been open to cynicism. Obviously, there are questions as to what "political" really means and what information is presented to us, the consumers.
If you ask me, 2018 has been the year of purpose. That is, we demand for brands and figures to portray a sense of authenticity...if they believe in something, we can believe in it too. Iceland have made a statement about the destroying of rainforests for palm oil. In the same vein, look at Ben & Jerry's "Save Our World" campaign, Airbnb's "#WeAccept" statement. Even Pepsi tried to make a statement on the Black Lives Matter movement (a disastrous failure, I might add, but that's for another time!) Brands are involving themselves in the 'market of politics.'
This 'market' is where we first encounter debate over authenticity. If we expect brands to involve themselves in current affairs as a means of giving themselves purpose, what do the powers at be have to hide in terms of censorship? What messages are blocked? Our desire to connect with a brand via what they stand for is possibly interfered with in the boardroom by the powers-at-be. There's gotta be mood boards, meetings, graphs, deciding what slides and what is just plainly "too political." Clearly, my "too political" might differ from yours. And that's precisely what I'm getting at. Subjectivity...it's great, right?
And then we move onto the whole CHRISTMAS ADVERT OMG JOHN LEWIS PENGUINS BEARS ELTON JOHN season. We all know how they pull on the heart strings - emotional appeal of childhood, animals on adventures, classic musicians...(I love u Sir Elton xo). John Lewis is the ultimate G at the Christmas ad, almost undeniably so. They please the crowd, they please the boardroom: everything is a-ok.
If you're quiet enough, you can almost hear the whimpers of thousands of mothers crying into the soft, soggy fur of the Monty the Penguin teddy they bought for their toddler. Emotion is what John Lewis does best - it's practically their own genre.
Maybe Iceland are trying to do the same?
Maybe Iceland want to find their own genre, riskily investing into the "market of politics" to make their own mark in the Christmas Advert world. And I, for one, am all for it!
Facts show we have 10 years left to save the planet. Ice caps are melting due to over an entire degree rise in temperatures. We've been advised to reduce plastic waste, lessen (if not eradicate) our palm oil usage, consume less animal produce .e.t.c. With these statistics, Iceland have completely opened the conversation of environmental awareness to the regular consumer, who perhaps might not understand the severity of these issues. Big words, big numbers...they're pretty intimidating! Iceland have made it simple, clear-cut and honest. What more could a brand do in terms of authenticity?
Iceland have redefined the Christmas Advert. John Lewis can use Elton John, but Iceland are plaguing on emotions in a very different way. It's commercial, it's marketed, but plays on the moral compass I rarely see other brands do. The Christmas Advert has now become less cosy, less candles and mince pies, and more a space to open up a real and authentic dialogue to educate and trigger emotional compasses in the most honest way possible. And I'm here for it!