Icelands Christmas advert wont be airing on television this year because its too political.
The supermarket giant failed to win over regulators with their short film Rang-tan, which tells the story of rainforest destruction caused by palm production, meaning it wont be aired alongside the likes of Aldis savage Kevin the Carrot and Pascal the Parsnip and Asdas yuletide clip.
Their ad dared to raise awareness of deforestation in South East Asia and offered consumers the choice of an orangutan friendly Christmas, but the brave move seemed to be a step too far and will now launch on YouTube instead.
In the bold cartoon, viewers meet a young girl and an adorable orangutan who gets upset when they find a hair product bottle containing palm oil. In turn, hes haunted by flashbacks to diggers tearing through forests and so his little friend comforts him.
The advert closes with the message: 25 orangutans die every day.
Iceland then promised: Until all palm oil causes zero rainforest destruction, were removing palm oil from all our own label products.
The advert would have seen Iceland committing over £500,000 of media spend to ensure that it was seen by millions of consumers – a bold move away from the usual commercial, product-led advertising in order to highlight an important issue.
Managing Director Richard Walker said: Throughout 2018 we have led the retail industry to take action in areas such as rainforest destruction for palm oil and plastic pollution of our oceans.
More: Christmas TV ads
This year we were keen to do something different with our much anticipated Christmas advert. The culmination of our palm oil project is offering our customers the choice of an orangutan friendly Christmas, and we wanted to reflect this in our advertising.
He added: Whilst our advert sadly never made it to TV screens, we are hopeful that consumers will take to social media to view the film, which raises awareness of an important global issue.
Our commitment to help protect the home of orangutans remains extremely close to our hearts. We are proud to be encouraging consumers to make more sustainable choices, even without the support of TV advertising, ahead of the Christmas shopping season.