We are very partial to whales, as is obvious from our company name. It was on Facebook that I saw the most wonderful and moving TV commercial for Optus, the second largest communications company in Australia, created by M&C Saatchi Sydney.
Wishing to communicate the client’s efficacy at communication, the agency took Humpback whales as their medium to communicate their message. ‘Whale song is a form of communication. It’s a form of communication that the scientists at The University of Queensland have been able to decipher and learn. I was intrigued by this fact and so we asked ourselves whether it would be possible to emulate a male humpback: to write our own love song and then play it, using the instruments of an orchestra? Could we serenade a humpback ourselves? Then imagine what could happened if the whales were to hear our song. We thought that would prove that when it comes to communication, anything is possible’, said Executive Creative Director Ben Welsh.
The TV commercial features an orchestra on a floating platform in the ocean, playing whale sounds with conventional orchestra instruments, amplified under water with microphones. Slowly but surely a Humpback whale answers back, and then its head comes out of the water, until two whales breach simultaneously, an absolute rarity as we know from whale watching.
The end result is a credible goose-bump TV commercial production for Optus, that will be hard to beat by any other communication company in Australia, let alone in the world. Its pay-off line is dramatically communicated: ‘When it comes to communication, anything is possible’.
Chris von Ulmenstein, Whale Cottage Portfolio: www.whalecottage.com Tel (021) 433-2100, Twitter:@WhaleCottage Facebook: click here
20
3070
27k
20