JuneShine Asks People to 'Please Earth Responsibly' During Super Bowl Parties

Humanaut has created a Super Bowl ad to launch JuneShine canned cocktails, a brand built on eco-conscious values. A 15- and 30-second version, 'Trees,' will debut during the high-profile Super Bowl LVII on Fox on February 12th. 

'Please Earth Responsibly' is the tagline for the spot in which a good-intentioned guest takes it upon herself to plant baby trees that ruin the homeowner’s landscaping during a booming barbecue. Her altruistic attempt to save the planet is a comic fail that the brand doesn’t encourage. Drinking JuneShine and enjoying the game with friends is a better way to save the planet because 1% of February and March sales go to the National Forest Foundation.  

“Sipping a JuneShine cocktail could have you feeling like you’re ready to take on the world and the world’s problems,” Humanaut joked. “But remember, there’s alcohol in there. We want you to drink and earth responsibly.” The line, of course, plays off the cautionary sign-off for alcohol advertising, “Please drink responsibly.”

“This is a great example of a mission-driven company not taking themselves too seriously - and poking a bit of fun at all the other brands making grand, eco-conscious Super Bowl commercials,” said David Littlejohn, Humanaut’s founder and chief creative officer. “People want to help the planet, but they also want to have fun. With JuneShine, they can do both. Maybe wait until Monday morning, when the party’s over, to engage in activities to help save the world.”

The ad will run during the Super Bowl regionally throughout California as well as on OTT/CTV (Hulu, NBC Spot On, Peacock, YouTube TV, Amazon Firestick, etc.) in a broader market buy that includes Los Angeles, San Diego, Denver, NYC, Hawaii, San Francisco, and Phoenix. It will have a strong presence on social media, as well.   

This is Humanaut’s first assignment for JuneShine, after winning the account in September, and the client’s first-ever Super Bowl advertising. It is also the first Super Bowl ad from a brand that partners with 1% For the Planet. 

“We were looking for more than just a production partner to make a TV commercial,” said JuneShine co-founder and CMO Forrest Dein. “With Humanaut, we got everything we wanted and more. They know how to toe the line between communicating brand and product values while breaking the mould and cutting through all the noise.”