The renowned primatologist and climate campaigner is not just any ordinary 'influencer' and definitely represents are marketing coup for Australian bamboo fabric brand Boody.
Underwear-clad models stand in a rainforest, surrounded by greenery, as dappled sunlight illuminates the scene. “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.”
While the final cut of the commercial shows Goodall surrounded by models, the 'ethical pitch' ad was shot in two parts. Goodall was filmed against a green screen in London, while the rest of the campaign footage was captured in Australia. Then, she was superimposed into the scene.
Boody is a B Corp certified business, a 1 percent for the Planet participant, and manufacture their garments from Forest Stewardship Council-certified bamboo. Elliot Midalia, co-managing director of Boody, describes that ad’s message as “really about sustainability, about getting people to make a switch to an underwear that supports the planet”.
Bamboo can be a very sustainable crop: a fast-growing grass, it requires no fertiliser and self-regenerates from its own roots, so it doesn't need to be replanted. When compared to cotton cultivation, which requires large amounts of water, pesticides, and labour, the advantages are pretty clear.
Goodall’s outfit in the advertisement was also made by Boody. Midalia says they already had plans to make a turtleneck (“her signature,” as he puts it), but when the institute confirmed she would work with the brand, “we quickly expedited that”.
Goodall’s fee – a sum Boody are not contractually allowed to disclose – was paid directly to the Jane Goodall Institute.