Advertising is having an existential crisis in an advert spot. The thought-provoking ad for Purpose Disruptors, created by Iris, will run during Channel 4’s Change Climate programming.

Running as part of the group’s ‘Reclaiming the Commercial Break’ campaign, the Purpose Disruptors spot is voiced by comedian and writer Simon Amstell. 

The campaign is part of Purpose Disruptors’ Good Life 2030 project, which was developed in partnership with the global creative network, Iris. 

Amstell plays the part of ‘the advert’. The ad begins with a glitching test card followed by a blacked-out screen. Filling the blank void we hear the conscience of ‘the ad’ voiced by Amstell who reflects awkwardly on how adverts usually encourage people to spend more, before asking viewers to instead, spend more time “getting out there in nature”.

The confronting spot which underlines how the advertising industry is grappling with its role in fuelling the climate crisis and overconsumption, ends with the uplifting end line ‘The future is ours to create’.

'The Good Advert' is the latest execution of Purpose Disruptors’ ‘Reclaiming the Commercial Break’ multichannel campaign, created with Iris, and supported with media strategy by MG OMD.

The ambitious campaign launched on Earth Day. It included some of the most iconic advertising spaces in the UK - including the cinema screens and the iconic Piccadilly Lights - subverting traditional advertising messages. Rather than selling products, the campaign instead highlighted the reality that advertising and consumption of material things distract from what’s important in life.

‘The Good Advert’ launches during Channel 4’s Change Climate programming during the ad break of The Great Climate Fight, a series on Channel 4 featuring Mary Portas, Hugh Fearnley Whittingstall, Oobah Butler and Kevin McCloud. The season is timed in line with the UN climate conference COP28. 

The team behind the campaign hope that their ongoing work will encourage the advertising industry to reflect on its role in society and recognise its enormous potential to help bring about the transformational cultural and behavioural shifts required to halve emissions by 2030 and secure a livable future for humanity. 

Lisa Merrick-Lawless, Co-founder, Purpose Disruptors, explained: “’The Good Advert’ is the latest chapter in our efforts to reclaim the commercial break with an important message from Purpose Disruptors. It’s a TV ad that on reflection has realised that instead of spending more we are all better off spending more time out there in nature. It's an ad with a conscience.”

Grant Hunter, Global Executive Creative Director at Iris, added: "We’ve created ‘The Good Advert’ to create space for reflection in the Change Climate programming on Channel 4. It asks us all to do our bit in response to the climate emergency. Even adverts have a part to play, even though that may seem a little out of character. The future is ours to create."

Ewan Douglas, Head of Sales Nations and Regions, and Business Development, Channel 4, added: “This clever campaign from Purpose Disruptors subverts the conventions of traditional advertising to draw attention to the issue of the climate emergency and the part that the ad industry plays in it.”

The Executive Creative Director on the campaign was Iris’ Grant Hunter, the Associate Creative Director was Stevie Rowing-Parker and the Chief Strategy Officer, Ben Essen.