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Silent Super Bowl Ad Will Highlight Unhealthy Oceans

Silent Super Bowl Ad Will Highlight Unhealthy Oceans


Are you planning to watch the Super Bowl?

Each year, millions of football fans gather in bars and living rooms to cheer on their favorite candidate for the NFL’s ultimate championship. Secretly, lots of those viewers are more interested in the new and breathtakingly expensive ads that air during the precious few commercial breaks.

Most of the ads are purchased by beer companies, Go Daddy and soft drink makers. They’re loud, feature over-the-top special effects, and often scantily-clad women.

But this year, some viewers will be treated to a rare moment of peace and quiet among this corporate cacophony.

SeaWeb has partnered with NBC Bay Area to run a commercial during the local broadcast of the Super Bowl pre-game show, in hopes of making the plight of the oceans meaningful to an audience more concerned with touchdowns than sea turtles.

The commercial is designed to shock and awe viewers without even saying a word. It’s choreographed to lead with some of the most stunning ocean images imaginable, paired with striking music followed by a dramatic cut to black.  Several seconds of darkness and silence leave the viewer wondering why, and spark them to think about what they have lost. The creators hope the silence will allow people to enter the moment, become aware and participate.

Update: SeaWeb has granted Care2 special permission to share a sneak peek of the ad before it’s available to the public. Watch below!

“This is a spot with no words, but a powerful message,” said SeaWeb Board member Dr. Jennifer Scott. “The facts about loss of marine life make no impact unless people can personally experience the feeling of loss. By abruptly taking away beautiful ocean images for just a few seconds, our spot hopes to give them that understanding. Our hope is that this – not facts – will empower them to act in their own best interests and do something for the ocean today.”

The spot, produced by world-renowned film maker Bob Talbot, is deliberately striking and designed as the gateway for audience exposure to a broader campaign running on the NBC Bay Area and SeaWeb web sites and through various social media channels.

To those who saw the above commercial live: Do you think it was successful in promoting ocean conservation to the masses?


Related Reading:

Clean The Ocean, Green The Economy, UN Urges

Google Earth Video Shows Ocean Pollution Is A Global Problem

New Year’s Resolution: Let’s Gain Weight In The Ocean

Image Credit: Thinkstock

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8:11AM PDT on Sep 10, 2012

Do deez ads have an impact on the dirt?

6:16AM PDT on Mar 28, 2012

good idea but people who go to watch sports litter big time!! would they care?!!

5:46PM PST on Feb 9, 2012

great ad but you want people to get the message show the beachs littered with trash

10:47AM PST on Feb 8, 2012

Good idea but not sure how successful it would have been.

10:46AM PST on Feb 8, 2012

I agree that the ending was probably too subtle for a group of fans busy drinking and laughing and chatting. They would just thing the ad had run out. A switch from the wonderful to the dreadful - perhaps even several times, with the music cut abruptly each time, might just be noticed; but there is no connection with a requirement to do anything personally. Perhaps after showing the good and the bad, the two words YOUR CHOICE on screen at the end.?

2:45AM PST on Feb 8, 2012

The American public is part of what some call the "Normalicy bias" meaning they don't let it set into their minds that something is wrong no matter how many commercials they watch or things they read and even hear about on the news. It's like so many live in la la land and if it's not happening right outside their window they aren't phased by it. Some are so comfortable living in denial that they don't want to leave. Sad yes but it's reality.

1:16AM PST on Feb 8, 2012

Hope people realised what they were watching!!!

3:49PM PST on Feb 7, 2012

Thanks for sharing this!

7:08AM PST on Feb 7, 2012

I kind of agree, the end of the ad is too subtle for the general public. Myself, I get it. But, then I am a huge environmental advocate.

Maybe Seaweb can take advantage of this powerful ad, by using the "several seconds of darkness", in new ads on TV or billboards. Start with the darkness, then images of loss and destruction of the ocean.

6:47AM PST on Feb 7, 2012

I agree with Robin R that it would have been more effective to make contrast with the beauty of its natural state and with impact of humans on it. And concur with Russel R that the black out left one with the website losing the message - it didn't feel abrubt stop of the ocean, it felt more like end of ad fade. But the images themselves are stunnig .

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Disclaimer: The views expressed above are solely those of the author and may not reflect those of
Care2, Inc., its employees or advertisers.

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