The Whimsical Adventures of a Tube of Burt’s Bees Lip Balm

Burt’s Bees, or everyone’s favorite natural skin care company that’s actually owned by a multibillion dollar corporation, is rolling out its first television campaign to remind America just how natural it is. The first commercial (above) is scheduled to air Monday, and is on YouTube with the title “Burt’s Bees: Uncap Flavor.” The 30-second episode begins with two cartoon bees dropping a tube of beeswax lip balm from the clouds and then follows it as other (surely natural) flavors like pink grapefruit, honey, and cherry get mixed in.

Burt’s Bees reportedly did not disclose its budget for the campaign, but spent $26.4 million on advertising in 2013 and $15.9 million in the first half of 2014. That might sound like a lot for a company that prides itself on its local roots and brand sustainability, but keep in mind that the earthy-crunchy business has been a subsidiary of Clorox since 2007, when it was acquired for $913 million. Clorox’s quarterly ad spending, at last count, exceeded 9 percent of its total sales, or some $135 million. That doesn’t mean the commercial isn’t a fine one; it’s short and cute and exactly what an ad for Burt’s Bees lip balm should be. And at any rate, it’s a lot better than when Burt’s was in the news for beezin’.