It’s usually hard for small brands to get a break on TV – but Ancient & Brave was a winner of Channel 4 Sales’ B Corp competition, bagging it over £120k of airtime.

Its ad shows brave and inspiring women (all portrayed by the same actor) throughout time – from a goddess and a spear-carrying warrior to a modern-day scientist and Ancient & Brave consumer. As a voiceover extols the strength and power of women (“she feeds, she resists, she innovates”) we also meet a witch, a nurse, a farmer and a suffragette.

It’s a distinctive ad with a strong voice. But it as it concludes with “she is Ancient & Brave”, the viewer only gets a few seconds’ look at the product. And A&B’s product – bovine collagen – could use a bit of explanation.

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