Ethical pitch: ‘You wouldn’t expect Jane Goodall to be fronting a campaign for underwear’

Thu, 2 Jun 2022 18:20:20 +1000

Andrew Pam <xanni [at] glasswings.com.au>

Andrew Pam
<https://www.theguardian.com/science/2022/may/12/g-strings-in-the-mist-you-wouldnt-expect-jane-goodall-to-be-fronting-a-campaign-for-underwear>

"Underwear-clad models stand in a rainforest, surrounded by ferns. Sunlight
shines through the morning mist. “Humans,” intones renowned primatologist Dr
Jane Goodall. “What unusual animals we are.”

As the camera pans over a closeup shot of a male model’s boxer briefs, the
world’s foremost expert on chimpanzees says, “It’s a big job making our world a
better place, but getting started? Well, that’s as easy as changing your
underwear.”

This 30-second ad, for Australian underwear company Boody, is now airing.
Billboards from the campaign will soon be erected around Sydney and Melbourne.

“It’s interesting,” says Associate Prof Michal Carrington, a researcher in
ethical consumption at Melbourne University. “Because you wouldn’t expect Dame
Jane Goodall to be fronting a campaign for underwear.”"

Via Esther Schindler.

Share and enjoy,
               *** Xanni ***
--
mailto:xanni@xanadu.net               Andrew Pam
http://xanadu.com.au/                 Chief Scientist, Xanadu
https://glasswings.com.au/            Partner, Glass Wings
https://sericyb.com.au/               Manager, Serious Cybernetics

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