Generations of Bravery: Ancient + Brave’s First TV Advert

CHANNEL 4 AND B-CORP COMPETITION

In early 2025, British broadcaster Channel 4 and B-Corp launched a nationwide competition to spotlight sustainable businesses and highlight the transformative power of TV advertising. 

Out of more than 200 entrants, we were honoured to be selected- alongside four other inspiring winners- for our commitment to using business as a force for good.

As part of this incredible opportunity to champion B-Corp values and celebrate small businesses, our first-ever TV advert, Generations of Bravery, premiered on Channel 4 UK on 25th September 2025.

Watch Generations of Bravery, our Channel 4 TV debut.

THE STORY BEHIND THE AD

As a female-founded UK wellbeing business, ancient wisdom and female bravery is central to our brand and honoured in everything that we do.

Our first ever advert celebrates universal themes of female strength, resilience and the impact women have had throughout history and in everyday life. Each character in the film has been chosen to illustrate the bravery women have shown through key historic and modern milestones, bravery that is often overlooked by society.

From ancient healers, to nurses, suffragettes, and scientists, it pays tribute to all those who have gone before us and reminds us how their inspiring actions paved the way for us to lead brave lives today.  

AN AI PRODUCTION 

Mirroring our commitment to pushing boundaries and innovation, the making of Generations of Bravery saw a hybrid of traditional filmmaking skills working alongside cutting-edge virtual production technology.

Filmed in London over 2 days, our team worked collaboratively with Director Sonja Phillip, leading SFX supervisor Leo Neelands and a specialist AI team to ensure the story felt authentic to who we are as a brand.

Every prop, costume, and scene was researched and designed with care before virtual production techniques brought our creative vision to life, seamlessly transporting authentic costumes and props into AI-generated environments.

The result? A cinematic journey through the centuries, all shot from one studio location.

POWERED BY PURPOSE

As a female-founded, UK wellbeing brand, we’re committed to championing the remarkable bravery and resilience of women. The transformative power of television advertising has given us a powerful platform to amplify this message to millions.

We’re forever thankful to Channel 4 and B Corp UK for creating this opportunity and recognising our commitment to B Corp values - it means a great deal to us and the wider B Corp community.

We hope that it inspires you to nurture your own wellness journey with the help of our rituals and wellbeing supplements, and continue to live brave lives inspired by ancient wisdom.