Synadis Turns a Cynical Eye to Organic Produce

The latest ad for French organic food producers union Synadis breaks the myth of organic produce, depicting an executive who only cares about his bottom line.

Created by the agency ALTMANN+PACREAU, the campaign counters cliches of the category, using director Hugues De La Brosse’s critical eye to make a film that cannot leave anyone indifferent. 

Through a carefully planned monologue sequence, Hugues takes us behind the scenes on the commercial of an organic company’s ad, obviously not one represented by Synadis, and ends with the lines: “For some, organic is just a label. For us, it is an ethic.”