We previously looked at the advertisement agency Mother; now let’s look at a “banned” advert that they produced; Iceland‘s “no palm oil Christmas” television advert. It did not comply with the Broadcast Committee of Advertising Practice (BCAP) code that Clearcast requires an advertisement to do, in order to be approved for airing on television.
The advertisement is not “holiday-themed”; it’s Iceland’s statement of intent to remove palm oil from their own products. It highlights the impact of palm oil on the environment, and was deemed “too political” (due to it’s roots as a Greenpeace video).
In spite of – or rather, because of – the television ban, it quickly gained awareness and support over social media (Facebook) and by word of mouth. The controversy surrounding the ban was covered in several newspapers, such as Metro, The Guardian and The Independent, further promoting Iceland’s stance on palm oil, and the store’s image itself. Clearcast became an easy mark for negative thoughts on the whole ordeal.
Iceland’s official video even flaunts the word “Banned” in the title.
But, surely, Iceland knew – before submitting the commercial – that it would not pass Clearcast’s standards? Why then, use a retooled Greenpeace campaign video, knowing it would be deemed unfit to air? Because Iceland’s executives also knew it couldn’t be outright forbidden from public sight, and they knew that it would thrive online. It certainly propelled Iceland into the minds of the public unlike ever before. Iceland’s public image and stance on palm oil became a heated discourse thanks to this piece of media. It was a carefully calculated move.
Still, it should be noted that advertisements do have the power and potential to change the target’s mindsets and behaviour. They don’t simply have to market something, but can be used as campaigns. Iceland’s bold, environmentally-conscious move here puts them ahead of their competitors in the minds of many who realise that their everyday consumerist choices do have an impact, and also wish to take environmental conservation and sustainability seriously.
DESIGN WORKS 
So interesting as always, and thank you. I wonder if we even realise how we are like lab creatures responding to varying stimuli (?). There is so much psychology in advertising..
When comparing and looking back, I wonder if we may also find primitive; almost transparent, the concepts of advertisements from the 70’s or 80’s when viewed today?
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Thank you for sharing your thoughts. I’m not yet educated enough to discuss in depth the advertisements of days gone by, but the reason that USP has been replaced by ESP is very much because the consumer has evolved to be aware of past marketing techniques, and that people are inherently emotional beings.
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