A United Kingdom supermarket has claimed its Christmas TV advert was pulled for being too political, after highlighting the plight of orangutans in the production of palm oil.
According to Clearcast, the United Kingdom body responsible for making sure ads meet standards set by the 2003 Communications Act, an adorably animated orangutan lamenting the effects of deforestation fits the bill.
It highlights rainforest destruction caused by palm oil production and is dedicated to the 25 orangutans "we lose every day".
As part of its festive campaign the discount supermarket struck a deal with Greenpeace to rebadge an animated short film featuring an orangutan and the destruction of its rainforest habitat at the hands of palm oil growers.
Just think about the hype around John Lewis - people actually sob at that shit.
Under this code an advert is deemed to contravene the bar on political advertising if it is "inserted by or on behalf of a body whose objects are wholly or mainly of a political nature" or is "directed towards a political end".
Habitat loss has been cited as a major contributing factor to animals like orangutan's becoming classified as critically endangered.
"It's been banned, so you're not going to see it on TV", he told the BBC.
"The creative submitted to us is linked to another organisation who have not yet been able demonstrate complicate in this area". Narrated by Dame Emma Thompson, "Rang-Tan" tells the story of a little girl wondering why this baby orangutan has moved into her room. "They're burning it for palm oil so I thought I'd stay with you..."
Iceland announced earlier this year that it would become the first supermarket to remove palm oil from all its own brand products. "We are proud to be encouraging consumers to make more sustainable choices, even without the support of TV advertising, ahead of the Christmas shopping season".
"We wanted [the Greenpeace film] to be our signature campaign", said Richard Walker, Malcolm's son, who has led Iceland's switch to environmental campaigning.