Electronic music legends Daft Punk may have retired earlier this year, but it seems their influence will carry on in advertising. The duo’s iconic track “Technologic” makes an appearance, albeit in reimagined form, in a new spot promoting Danone's Silk Almond Milk.
Created out of Lightning Orchard, the new ad highlights Silk’s offering as "milk of the land," featuring luscious scenes of almonds being grown and harvested on a farm before they're transformed into silky white liquid.
In place of the familiar lyrics of “Technologic” (“Buy it, use it, break it, fix it, trash it, change it, mail, upgrade it”) are lines recited by a child referring to how almond milk is created (“Rise it, shine it, sun is shining, farm it grow it, almond grove it”).
“As the leader in plant-based beverages, it is our duty to enlighten viewers on how plant-based products like almond, oat and soy are simply grown from the land and show that they’re a standalone option—not an alternative—that both taste good and are good for the planet,” said Derek Neeley, vice president, Silk, in a statement.
“Switching from dairy to plant-based makes people feel anxious, because they may not understand how plant-based products are made, “ added Lightning Orchard Co-Founder and Chief Strategy Officer Laura Janness. “Our campaign sets out to reduce the anxiety people may feel by making Silk familiar and fun.”