Whole Foods "Values Matter Anthem" (2014) 1:00 (USA)

Have you guys heard about this new grocery store called Whole Foods Market? They're all organic n' stuff. They want you to know that they understand us demanding consumers. They want us to know they get the fact we want to know where our food comes from and how it is produced. They totally care. And most importantly, they want us to know that values matter. So they care about the same stuff we care about.
This is their first TV campaign and I knew that before I even watched it because of the word "Anthem." For those who don't know, an anthem spot is generally an epic, beautifully shot summation of a brand, set to an emotional or rousing soundtrack. The VO, which is always the centerpiece, has to deliver in spades. That's why it's not called a VO, but a manifesto. And boy, does this one deliver. Whenever a brand tells me they have values, I know they are sincere. It's the same as if they tell me they are cool, then they must be cool.
I don't know about you, but watching this spot makes me feel good. I guess it's part of a larger campaign where they will delve in and give us more information about their values. Like not lying or cheating and maybe if we're lucky, fair trade.
Above all, the ad makes me feel very intrigued to know more about this new market called Whole Foods. They sound so modern. I can't imagine something like this having been around ten years ago, can you? I'll have to check them out if they ever open a store where I live. Anyone know how long they've been open?

By the way, in case you need help with your manifestos, I wrote a bunch, for each category, and with appropriate music. And you can totally help yourself to them or use them for "inspiration." Just visit the Adland Manifesto Generator.

Client: Whole Foods
Agency: Partners & Spade