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.