Leading natural avocado brand Holy Moly has worked with the animation company Myth Studio to launch a colorful animated advert featuring a catchy jingle, with their new 30-second animated campaign - including a playful new take on the brand’s name set to the unmistakable rhythm of Tommy James’ iconic ‘Mony Mony’.
Hackney-based animation company Myth Studio has designed, and produced a new 2D animated television commercial for the avocado brand Holy Moly. The studio worked closely with the Holy Moly team throughout the project and collaborated with musician Rhydian Evetts, who created the catchy soundtrack, a reworked version of "Mony Mony".
The campaign launches following Holy Moly being named as one of five winners of Channel 4’s advertising competition run in partnership with B Lab UK, securing a share of £600,000 worth of advertising airtime awarded to purpose-led businesses looking to reach new audiences and drive positive consumer behavior change.
Myth Studio utilized Holy Moly’s distinctive stained-glass visual world, which appears on pack, turning the brand’s story into a 2D animated story. The film brings to life what makes Holy Moly different, including its approach to sourcing avocados at origin, avoiding air freight and ensuring that as little of the fruit goes to waste as possible. From animated avocados being picked from source, being shipped by boat, as well as dancing, playing guitar and with boxing gloves on!
Rather than taking a traditional purpose-led advertising approach, Myth Studio has used animation, music and humour to create a memorable piece of brand advertising, with the new Holy Moly song designed to give the brand a distinctive sonic hook that can live beyond the campaign.
The film aired on Sunday 4th October at 20:05 during the first episode of Channel 4’s ‘The Great Pottery Showdown’, before being rolled out across Channel 4’s streaming and BVOD platforms, targeted towards food and health audiences.
The TV campaign will be supported by a four-week radio campaign across the KISS network, featuring a radio edit of the Holy Moly creative. The additional channel is designed to build frequency and keep the brand front of mind during commuter periods, when audiences are away from their screens.
Chris Busher, Marketing Director of Holy Moly commented:
“This campaign is a huge moment for Holy Moly - our first ever TV advert, and a chance to bring the story on our packs to life for millions of people. We wanted to do something that felt true to who we are: bold, witty, and built on purpose. Taking something as iconic as 'Mony Mony' and making it unmistakably ours gives Holy Moly a sound as recognisable as our stained-glass world. Working with Myth Studio, we've taken that song and our approach to sourcing avocados responsibly and turned it into something people will actually enjoy watching, not just switch off. Being backed by Channel 4 and B Lab UK to do that is exactly the kind of support purpose-led brands like ours need to reach new audiences.”
Jono Kamester, Head of Animation at Myth Studio added:
“We brought Holy Moly's vibrant world to life by making the avocado the star. Set against a kinetic stained glass landscape rendered in hand-crafted 2D animation, bold graphic lines and vivid colour palettes captured everything fresh and natural about the brand, and the Holy Moly team's collaborative spirit made the whole process a joy.”
The media buying for the campaign was handled by Republic Media, with additional investment in digital and press activity helping to extend the campaign beyond the initial TV and radio rollout.
