Eco-friendly baby care company Pura will launch its new television commercial in conjunction with a campaign to celebrate sustainability across Sky Media channels in November when COP26 occurs.
New parents Guy and Abi Fennell created the Tattenhall based firm in June 2020. Pura strives to make eco as accessible and affordable as traditional brands by developing plastic-free baby wipes and eco-friendly disposable nappies.
The brand’s advertisement, which enlightens parents on how plastic in baby wipes harms the environment, was designed for the Sky Zero Footprint Fund. Hence a £2 million advertising fund that encourages and supports businesses to reduce their carbon footprint.
Pura’s team had to develop an idea for a TV advertisement that encourages the nation to practice more eco-friendly lifestyles. From 100 entries, only ten brands were shortlisted, including Pura.
Following the presentation of its creative concept earlier this year to Sky’s judging panel, Pura won £ 250,000 in media value, along with Here We Flo, Ovo Energy, OLIO and Path Financial.
Guy Fennell, Founder and CEO of Pura, added: “Having just become a father myself, I know very well that many parents cannot live without wipes because of their convenience. Most people are unaware that 90% of baby wipes sold on the British market are plastic.
“Plastic is a very carbon-intensive material, from its manufacture to its disposal. Wipes made from plastic may last a hundred years or more, far longer than the babies they were intended for. In honour of my son Ezra and all babies, we at Pura’s feel the need to make a change.
“We perceive our fashionable commercial will spark interest in the Big Change project. Thank you, Sky, for the opportunity to work with the Pura team.”
An unseen video from Pura’s launch campaign has been used to create the new ad, envisioned by London creative agency FCB Inferno, shot in March 2020.
The new 30-second commercial, entirely produced in-house, features Pura’s diverse cast of spokes babies, including Down syndrome babies. Also, point out how plastic wipes have a larger carbon footprint funnily and compellingly.
Pura’s chief marketing officer Amanda Richards says: “We realize busy parents do not want to be lectured about climate change.
Therefore, Pura’s message will be delivered through our diverse cast of disgruntled spokes babies, who can provide some pretty hard-hitting messages charmingly that disarms and engage.