# Whale-Summoning Songs M&C Saatchi Create a Commercial that Brings in the Whales for Optus By Rachel | Published 2009-07-22 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/m-c-saatchi-commercial References: [notcot.org](http://www.notcot.org/post/23496/) & [acriacao](http://acriacao.com/2009/07/22/optus-whale-song-by-m-c-saatchi-sydney/) Communication company Optus decided to prove that “anything is possible through communication” with a commercial created by M&C Saatchi. The commercials by M&C Saatchi for Optus show a full orchestra on a stage in the middle of the ocean. They play a song that makes the instruments sound like a whale, which obviously summons the whales. It's a super calming and seriously cool commercial in my opinion. **Implications** - One of the most effective ways a company can help make its advertising non-ubiquitous is by focusing on creating [comedic advertising](https://www.trendhunter.com/trends/where-have-you-been). By investing in [humorous advertising](https://www.trendhunter.com/trends/mint-mobile-mintfomercial), the company increases the chances that the [commercial will go viral](https://www.trendhunter.com/trends/le-mal-aime) among potential consumers. The brand also establishes itself in the minds of consumers as a company that isn't afraid to poke fun at itself, or utilize unconventional means to promote their products. ## Trend Insights (Trend Hunter) - Score: 3.4/10 - Popularity: 12% | Activity: 81% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Viral](https://www.trendhunter.com/viral) ## Key Themes ### Key Themes Behind This Trend - **Humorous Advertising:** Investing in humorous advertising increases the chances of the commercial going viral and establishes the brand as innovative. - **Non-ubiquitous Advertising:** Creating comedic advertising helps the company stand out from competitors and capture the attention of potential consumers. - **Unconventional Marketing:** Utilizing unconventional means, like summoning whales, creates a memorable and unique advertising campaign. ### Where This Applies - **Communication:** Companies in the communication industry can explore humorous advertising to differentiate their brand and attract consumers. - **Entertainment:** The entertainment industry can leverage non-ubiquitous advertising to create viral campaigns that engage audiences and increase brand awareness. - **Marketing:** Marketing professionals can embrace unconventional marketing tactics to create memorable and impactful campaigns for their clients. ## Related on Trend Hunter - [Unconventional Vehicle Control Ads](https://www.trendhunter.com/trends/heart-of-joy.md) - [Creative Music-Based Campaigns](https://www.trendhunter.com/trends/music-deserves-bose.md) - [History-Centric Advertisements](https://www.trendhunter.com/trends/royal-ontario-museum.md) - [High-Frequency Radio Ads](https://www.trendhunter.com/trends/morrisons-ad.md) - [Free-Spirited Rum Commercials](https://www.trendhunter.com/trends/rum-commercial.md) - [Comedic Cruise Spots](https://www.trendhunter.com/trends/its-different-out-here.md) - [Sound-Focused Ice Cream Ads](https://www.trendhunter.com/trends/magnum-ice-cream-ads.md) - [Authenticity-Celebrating Commercials](https://www.trendhunter.com/trends/colgate-commercial.md) - [Artistic Multi-Beverage Ads](https://www.trendhunter.com/trends/cocacola-family.md)