Launching today (20 November) in five markets including the united kingdom, the campaign revolves around a movie, created by Ogilvy London and David Latin America, that aims to inspire people to work out the long run in a more positive light. The project is informed by new research commissioned by Unilever that shows children are key to motivating adults to adopt a more sustainable lifestyle.

There is usually an internet hub that showcases stories behind Unilever’s brands, reminiscent of Lifebuoy soap that enhances hand cleanliness in Asia, Africa and Latin America. Unilever may also be sharing content on YouTube, Facebook and Twitter, inviting people to affix the conversation and share ways that they’re changing their behaviour under the hashtag #brightfuture, in addition launching a print campaign.

Speaking to Marketing Week, Unilever’s senior vice chairman of selling, Marc Mathieu, said the campaign chose to take advantage of the Unilever brand, in place of its product brands, because it aims to construct brand trust and establish a mark for sustainable living. It also goes back to Unilever’s roots, with William Lever founding the corporate with its first brand, Sunlight soap, keen on making basic health and cleanliness commonplace, he added.

“This is set having a broader ambition and purpose for the corporate. We wish to establish an umbrella platform that shows all Unilever brands which have contributed to creating the area better,” he said.

Unilever is operating with Save the youngsters, UNICEF and the realm Food Programme at the initiative. As element of the launch, it’ll create 2 million “acts of sunshine”, providing children with school meals; clean, safe drinking water and improved hygiene.

The online video ad depicted multiple shots of guys shaking objects in the region in their groins prompted complaints. The ad, hosted on its website, finishes with a scene where a guy standing behind a lady “stops shaking abruptly” when he notices that something had landed at the woman’s back, he then tries to shake it off.

The video closed with a picture of the pre-mixed protein shake in a bottle, in addition to text that reads: ‘We shake for you’.

The ASA acknowledged there has been no overt sexual material inside the ad but didn’t accept My Goodness’ defence that the ad was unlikely to cause widespread offence.

The ruling reads: “We noted that the overall scene, which featured a guy standing behind a lady in a boost, will be understood by adult viewers as indicating that the guy had ejaculated onto the woman’s back.”

It goes on: “The video was unlikely to cause serious or widespread offence amongst that audience [young males].

“However, we considered that most of the online channels hosting the video were more likely to attract a much wider audience who would find the references to public masturbation, and especially to ejaculating on someone else, offensive.”

The supermarket is operating with Transport for London (TfL) to trial the service at six London Underground station car parks within the coming weeks. Commuters travelling through East Finchley, Harrow and Wealdstone, High Barnet, Highgate, Stanmore and Epping stations can use the Asda app to make same day orders from their local collection point.

Mark Ibbotson, retail director at Asda, says the initiative, which permits shoppers who order by 1pm to take delivery after 4pm, will provide a more value-driven proposition to these from premium convenience stores commuters normally visit.

The tube roll-out is a part of Asda’s efforts to extend the choice of click-and-collect locations from 218 to over 1,000 within the next five years. The supermarket sees click-and-collect as a platform for breaking into parts of the united kingdom where its market share is low but where consumer demand is high, particularly concentrating on London and the South East.

Ibbotson adds: “Customers inside the South East let us know that they need the costs and quality provided by Asda value but they can’t access it easily.  This tie-up with TfL solves that.”

Tesco is additionally trying to exploit the emerging trend, piloting its first of all-site click and collect services earlier this year, while Sainsbury’s revealed a sales boost from its own collection points in its latest quarter.

Asda would be hoping the service, that is still a small portion of its business, can pave the way in which for further growth opportunities after it revealed sales had slowed almost to a standstill in its latest quarter. It posted a nil.3 per cent lift in like-for-like revenue within the 13 weeks to 4 October.