When you think of an ad for a yogurt company, floating school busses and high-tech regenerative farming probably don’t come to mind.
That’s the surprising nature of this commercial from Chobani, from a few years ago. Helping to popularize an aesthetic and movement called Solarpunk, the ad is entitled Dear Alice, and features a mom reading a letter to her daughter.
Featuring an optimistic and futuristic look and feel, the animated spot takes on the aesthetic of a Studio Ghibli film. It showcases a rural setting featuring a range of eco-friendly farming equipment, including systems to create on-the-spot rain.
We’re struck by the visuals and composition, and also realize the bit of irony showcasing a utopian future and also single-use yogurt and dairy containers. Perhaps there are new methods of decomposition or recycling?
Either way, it stuck in our head and felt worthy of a share. Take a look at the ad below.
‘What if we created a future for ourselves that was full of optimism and positivity? This was the starting point for our new 2D animated commercial piece for Chobani. “Dear Alice” is a love letter from a grandmother to a granddaughter and an optimistic vision of the future of farming.
It’s a nostalgic look towards a new era of agriculture, with beautifully crafted backgrounds, delicate animation and a completely unique score by long-time Ghibli composer (and absolute legend) Joe Hisaishi. (Yeah, we can’t believe this happened either).’
-The Line
