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31 August 2021

Happy as lamby

by Jason Stone

Marks & Spencer: “100% British Lamb” - 60s

This is the first episode in a series of new commercials for Marks & Spencer which focus on the naturalness of the meat you'll find in their shops. We are introduced to Ali Gordon who runs a sheep farm in Berwickshire, Scotland, and explains how animal welfare is at the forefront of her approach.

Only the Fleetwood Mac soundtrack links this film with Marks & Spencer's glorious advertising past, and this is perhaps an indication that in the post-Brexit landscape, exquisitely presented food is no longer the order of the day. Instead viewers are given a dose of windswept authenticity.

As well as ignoring the sensibilities of the ever-growing vegan and vegetarian population, this commercial risks alienating carnivores too. Accustomed to neatly packaged lumps of meat cut into distinctly non--animal shapes, consumers don't necessarily want to have their cognitive dissonance shattered by a reminder that what's on their plate was happily frolicking in a field a few weeks earlier.

David Reviews is hand-crafted by Lovely Lenzie Ltd, 7 Seven Sisters, Lenzie, Glasgow, G66 3AW. Editor: Jason Stone. Phone: 0141 776 7766. E-mail: jason@davidreviews.com.