how to make an innocent smoothie

We made this new advert in double quick time. It's 'how to make an innocent smoothie'. Quite hard to show in 30 seconds but we thought we would have a go. Watch it here.

Anyway, it would be great if you told us what you thought of it - post a comment if you have a moment. We're sure there are some clever ad analysing types out there who can point out what we could have done better.

One more thing - the website has been smartened up a bit. Go and have a look if you have another moment. Thanks.

Comments

[ryan van kesteren]

i really like the ad. it's nice and simple and straight to the point. what ad agency worked on it?

[Ben]

Love the “squeeze one of these” bit.

Double love the “don’t crush any of these” bit.

Hate the animation for the sunshine bit.

[dan]

Hello Ryan. We worked with Lowe to make this ad. We reckon they did a lovely job.

[Rob Mortimer]

I like it a lot more than the last one, and it captures more of the innocent personality as well. :)

[mingo]

Blah, blah, blah you all sound so worthy. So you don't crush farmers, how very hippy dippy tree hugging of you. Why don't you grow some balls and get some attitude!

[Colman]

I wanted to not like it (always felt there was something not quite right about Innocent advertising), also wanted to have something smart to say about it.

But actually I just really like it (and clearly have nothing smart to say).

Nice one.

[Richard]

I liked the advert, and while 'mingo' who posted above thinks the advert has no attitude, I think this is the point. Innocent drinks are nice, natural and fresh. The company is building an image as being a lovely bunch of people, not trying to be cool, but just being innocent and fun. I think it works.

I also REALLY love the music, could you tell me what the song is so I can buy it?

[dan]

Hey Richard

Thanks for your comments. The music is by World Standard (actually a Japanese person called Soichiro Suzuki). It features some very good handclapping and is called The Coo Coo Bird.

You can find it on Amazon if you search for World Standard.

[stu]

You're probably gonna think I'm an immature idiot and I freely admit that I am, but in the "don't crush any of these" scene all the farmers are black and the meaning I got from that was that you don't make your juice with any black people in it, (since you crush fruit when you put it in a smoothie). I made about 10 people look at the ad and none of them realised that you're sayin that its the farmers that you're not crushing, really if you want it to be clear that somebody is a farmer you should put them on a tractor, although then some other fool with no job and nothing better to do would come along and think you're saying that you don't put tractors in juice. I'm not just sayin this to annoy people, I've been so fascinated by the ad that I had to look it up and since you asked for my opinion, I'm giving it.

BTW It's a good ad, I like that it doesn't offend my intelligence.

[a tree]

we like this advert a lot too.

but to slightly clarify on the music side. the track is called the coo coo bird 1 and is widely available on the kama aina collection, music activist, on geographic music via domino. kama aina is one of the guises of takuji aoyagi, an amazing japanese musician, who is a sometime contributor to world standard. coo coo bird 1 which features on the ad is his composition and his music is very often in this style - odd and melodic and slightly melancholic.

if you want to buy music activist (with coo coo bird 1) you should be able to get it here...
http://www.dominorecordco.com/site/index.php?page=artists&artistID=191

[Simon Bailey]

Love everything about the advert ... the choice of imagery, the font used, the text used.

It is a very simple concept, incredibly intelligently thought out. The advert has a personality and that is what is so appealing.

My favourite part is the "don't crush any of these". On an earlier comment, I disagree, to me it is very clear that it is about not exploiting the source of the ingredience - that is the farmers.

This music is purrty damn good too.. I love it.

Sorry there is no constructive criticism but I just love your whole branding :)

Good job!

[Clare]

I love the ad and just saw it again so was searching for the music when I found this.

I totally got the 'don't crush any of these' it's obvious or am I just fair-trade minded and more aware than mingo>?

Great ads, great product.

[Louise]

I am no expert on analysing adverts but I just thought i'd say, as a tv viewer, that this advert makes me smile everytime it comes on. Now if that doesn't make it an effective piece of advertising, I don't know what does.

[dan at innocent]

thanks Louise

[lisa]

i just watched it and had to look it up on the internet. i totally did not understand the "don't crush any of these" bit until i read this forum.
Personally, i think its a bit raceist feel free to disagree but just dont be rude

[dan at innocent]

We don't think that it's racist. All we're saying is that we treat people fairly. In this case, we treat the people who pick our fruit fairly, wherever they're from, whatever their nationality. That's all.

[emily]

In response to lisa...i dont think there is any element of racism here, i think it is more the case that a lot of the fruit comes from third world countries where workers are more likely to be exploited.

Also i would be interested to know if the 'dont crush any of these' part of the advert makes anyone more keen to buy Innocent drinks (especially as previous adverts have not made so much of a point about the companies ethics)??

[chris]

I think the advert is great not racist atall when you think the majority of fruit farmers that do get exploited are from third world countries so the message is to not exploit these groups of farmers. the growing strawberry part was slightly 'minging' even thou i love them! but the message you receive really sums up your ethics. perfect advert for the culture your company portreys. Am currently researching your company for an uni assignment and really enjoying it. finding it hard to write in depth about some parts but i suppose this is because you keep your ideas simple and that is why the product is successful. :)

[Ahmed]

Hi guy's at innocent just wanted to know what advertising agencies are you currently working with this year. i just need the answer to this question to help me with my course work.

Thanx

[dan]

Hello Ahmed. We currently work with some people called Fallon. They help us with all of our rabbit-related work.