Organic Voices: Skip 700+ Chemicals with True Organic Food | Clapboard

The World's Most Skippable Ads

Description

Launched in October 2021 in the United States, the campaign The World's Most Skippable Ads by Organic Voices and created by the ad agency Humanaut leverages digital media to address critical consumer confusion regarding the ingredients found in conventional versus organic products. Targeting the food industry, this campaign employs three impactful media assets to expose and educate consumers about the more than 700 questionable chemicals permitted in conventional foods, textiles, and household items. Central to the campaign is the first media asset, The World's Most Skippable ASMR Video | Only Organic, featuring renowned ASMR artist Whispersred who softly whispers the extensive list of these chemicals in a calming and relaxing tone. This unique sensory approach not only captures attention but also drives home the message that these chemicals can be avoided simply by choosing organic products. The video directs the audience to SkipTheChemicals.com, reinforcing the campaign’s call to action to "skip" the harmful ingredients by either going to sleep or consciously opting for organic options while shopping. The core takeaway emphasizes that only organic products provide true peace of mind, guaranteeing the absence of these thousands of dubious ingredients widely found in conventional farming and manufacturing. By leveraging ASMR, a trend known for its soothing and hypnotic qualities, coupled with a strong educational message, this campaign distinguishes itself in the digital food marketing space as both innovative and purposeful, urging consumers to make safer, healthier choices for themselves and their families.

Credits

Client

Organic Voices

Agency

Humanaut

Executive Creative Director

David Littlejohn

Producer

Dan Jacobs, Tommy Wilson / ASMR Video, Thomas Stroud / ASMR Video, Tommy Wilson / Cake Decorating Video, Rachel Bohanon / Cake Decorating Video, Tommy Wilson / Recipe Video, Anna Roncskevitz, Rachel Bohanon / Recipe Video

Sr. Copywriter

Steven Preisman /ASMR Video, Steven Preisman / Cake Decorating Video, Steven Preisman / Recipe Video

Sr. Creative Producer

Jes Shipley / ASMR Video, Jes Shipley / Cake Decorating Video, Jes Shipley / Recipe Video

Crew

Dani Harrison / ASMR Video, Anna Roncskevitz / ASMR Video, Dani Harrison, Zach Plating / Cake Decorating Video, Anna Roncskevitz / Cake Decorating Video, Zach Plating / Recipe Video, Tarrisha Hicks / Recipe Video

Sr. Brand Producer

Ben Gortmaker / ASMR Video, Ben Gortmaker / Cake Decorating Video, Ben Gortmaker / Recipe Video

Production House

Humanaut

Post Production

Kyler Potter / ASMR Video, Emma Smith / “WhispersRed” / ASMR Video, Kyler Potter / Cake Decorating Video, Kyler Potter / Recipe Video

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Campaign Proposition

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FORMAT#12 PARODY OR BORROWED FORMAT — Uses or parodies pop culture formats like films, shows, or genres. This campaign, “The World's Most Skippable Ads,” most closely fits FORMAT#12, Parody or Borrowed Format, because it purposefully adopts the viral, recognizable ASMR video genre—here, having an ASMR artist whisper over 700 chemical names in a soothing manner. Instead of a standard demo or straightforward comparison, the campaign leverages the absurdity and boredom of such “skippable” content to make a point: the sheer number of chemicals in conventional food is overwhelming and undesirable. The highly intentional use of an internet video trope, especially with irony and humor (inviting viewers to “skip” both the ad and the chemicals), mirrors the borrowed format approach far more than any testimonial, direct demonstration, or problem/solution format.

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