It's Earth Day tomorrow (April 22) but given that every day now seems to be a celebration of something, is 24 hours enough to cut through the clutter and make people think about the planet?

That's the question posed in this spot from plant-based food brand Alpro. Although the campaign launches in the week of Earth Day, the brand says that thinking about sustainability shouldn't be just a one-day exercise. The ad, by VMLY&R London, opens with a row of green washing machines on a "24-hour Earth Day" cycle, because, according to the narrator, it's "that one day a year when we all suddenly remember to treat our planet." But "then we're back to days like Pizza Day and World Password Day." The spot ends with a soaking wet woman emerging from the machine after her 24-hour cycle, reflecting that we should do things for the planet every day. 

The ad was directed by The Glue Society via Biscuit and Revolver,  and according to the agency, production was also mindfully sustainable. VMLY&R throughout trialed eco-minded methods of production that it will carry into the future. The spot was shot remotely and implemented strict mandates across the production process, influencing everything from the art department to crew lunches. 

The spot kicks off a year-long campaign of activations by the brand, which will include physical activations in local markets, contextual out-of-home ads tied to certain days and creative that reacts to moments in culture.