Created by Innocent's in-house team, the low-key ad focuses on a carton of Innocent surrounded by a pile of fruit in a park on a sunny day, with birds chirping in the background.
The voiceover tells viewers that once all the fruit is in the carton, there is no room for concentrates or additives, and finishes with the line: "Innocent. Loads of fruit, and that's it".
The campaign breaks this week and runs for two weeks. It is part of a 拢3m marketing campaign by the brand for 2005, to encourage more ABC1 consumers to put smoothies on their shopping lists.
Along with the ad campaign, there will be a regional roadshow with sampling to millions of consumers, and sponsorship of the third Fruitstock free music festival in Regent's Park, London.
Richard Reed, co-founder of Innocent, said: "We work incredibly hard to keep growing this category and this TV campaign is another sign of that commitment. The ad reflects the values of the company, fruit first.
"It just wouldn't feel innocent to hire big-name celebrities to endorse our drinks. We are proud of what we have achieved with just a few guys in a park with a camera."
Innocent Drinks appointed HHCL/Red Cell to work on creative advertising projects in December although the company, which was founded by the former BMP DDB account man Reed, said it was also continuing to work with Fallon on future projects.
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