'Revista VEJA,' a Brazilian investigative journalism agency, teamed up with ad company 'AlmapBBDO' for a short commercial showing increasingly terrifying deep sea fish species as it progresses.
The ad begins with the viewer situated not far beneath the surface of the ocean, with light making the water a deep blue hue. However they are quickly taken 500 meters deep, where a strange looking 'Spurred Hatchetfish' is shown. As the video progresses they are taken further, with the deep sea fish becoming more menacing with each movement. The quick commercial ends off with the 'Common Fangtooth' at 5,000 meters deep, with the message, "The deeper you go, the uglier it gets" revealed.
With this, the ad creatively shows the journalism agency's ability to delve deeper and expose the truths not everyone wants to see.
Aquatic Journalism Branding
This Ad Shows the Ugliness of the Truth Using Deep Sea Fish
Trend Themes
1. Aquatic Journalism - The use of deep sea creatures in an ad to create awareness could inspire new ways of journalistic storytelling around the ocean.
2. Investigative Advertisements - Using creative and terrifying ads to show truths can create disruptive advertising opportunities.
3. Marine Awareness - Exploring different aspects of the ocean and its inhabitants could be a new trend in creating awareness around marine life and conservation.
Industry Implications
1. Journalism - Journalism can benefit from using creative imagery and metaphors to raise awareness on important issues.
2. Advertising - With its creative approach, advertising firms could use unconventional methods to show the untold reality.
3. Marine Conservation - Highlighting little-known aspects of marine life can inspire conservation efforts and scientific research.