Purpose Disruptors: The Good Advert

Advertising reformer Purpose Disruptors is launching a provocative TV spot subverting the purpose of advertising in the latest iteration of its ‘Reclaiming the Commercial Break’ campaign as part of its Good Life 2030 project, developed in partnership with Iris, the global creative network. The 30-second film features comedian and writer Simon Amstell playing the part of ‘the advert’ with his trademark wit and irreverence. 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’ reflect awkwardly on how adverts usually encourage people to spend more, before asking viewers to instead, spend more time 'getting out there in nature'. The ad ends with the 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, supported with media strategy by MG OMD, which launched on Earth Day. The campaign saw traditional advertising spaces in the UK - including the cinema screens and the iconic Piccadilly Lights - subvert traditional advertising messages to bring home the reality that advertising and consumption of material things distract from what’s important in life. ‘The Good Advert’ will break during Channel 4’s Change Climate programming tonight during the ad break of ‘The Great Climate Fight’, a three-part 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.