This controversial ad from Greenpeace Australia kills off a beloved cartoon character. The Nemo-esque clownfish just keeps swimming as the camera pans out to reveal he is swimming inside of a blender. At the end of the 30 second commercial a black screen comes up to encourage viewers to do their part to save the Great Barrier Reef (and Nemo) while a blender noise comes in, implying the fish is dead.
The controversial ad is to raise awareness and incite action to stop coal dumping in the area. 'Power to Save' explains how the "Indian coal giant" Adani plans to dump 3 million cubic meters of coal on the bottom of the sea-floor of the World Heritage Area. The commercial also encourages people to sign the Greenpeace petition.
Clownfish-Killing Commercials
This Controversial Ad Aims to Protect the Great Barrier Reef
Trend Themes
1. Environmental Awareness Advertising - The controversial ad is an example of how companies can create powerful messages that are socially relevant.
2. Animated Character Activism - The ad demonstrates the power of using familiar characters to generate emotional reactions from viewers in support of a cause.
3. Petition-driven Advocacy - The ad highlights the importance of using petitions as a tool for gathering support and encouraging action towards a specific cause.
Industry Implications
1. Environmental Nonprofits - This ad presents an opportunity for environmental nonprofits to attract attention and engage with potential supporters in a new and creative way.
2. Advertising Agencies - The ad showcases a new approach to advertising which is more socially and environmentally conscious, providing an opportunity for agencies to differentiate themselves from competitors.
3. Coal Mining and Energy Industry - This ad presents a disruptive innovation opportunity for the coal mining and energy industry to find innovative ways to mitigate their environmental impact.