There are models in a rainforest. The sun shines through the morning mist.
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. It's as easy as changing your underwear.
Boody's 30-second ad is now airing. The billboards from the campaign will be put up around the country.
It's interesting, because you wouldn't expect Dame Jane Goodall to be fronting a campaign.
We didn't want to just get any celebrity or influencer.
Jane was the top of our list, and we are so happy that she said yes. We couldn't believe it.
Boody are not contractually allowed to reveal the amount of Goodall's fee, which was paid directly to the Jane Goodall Institute.
She has appeared in commercials for HP before, as well as modelling for McCartney.
The ad was shot in two parts and the final cut shows Goodall surrounded by models. The rest of the campaign footage was captured in Australia, while Goodall was filmed against a green screen in London. She was put into the scene.
Roy Leibowitz, one of the campaign's creative directors, says that she had a laugh about it and made a few jokes.
Boody made Goodall's outfit in the advertisement. When the institute confirmed she would work with the brand, we quickly expedited the creation of a turtleneck.
An endorsement from Goodall is described by Carrington.
Someone like Jane Goodall is not going to be a part of any campaign that will detract from her credibility.
Boody is a 1% for the Planet participant and they manufacture their garments from Forest Stewardship Council-certified bamboo. The ad is about getting people to switch to underwear that supports the planet.
She questions the effectiveness of such a positive approach, as research suggests that when you want to engage people in an ethical decision, you should pull my academic hat on.
She notes that the campaign doesn't explain the impacts it is trying to address, from the destruction of native forests to the way cotton farming might deplete water resources. The moral shock is created by the most effective messages.
This ad campaign doesn't give a sense of moral shock, or the sense that people in their own actions are implicated.
There is an argument going on about how much responsibility a consumer can have.
It's great to see companies taking responsibility, but how much responsibility do we want to place on the consumer?
From a cynical perspective, why isn't there legislation to stop the harmful effects of clothing?
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