Icebreaker steps into sharky waters for latest ad

  • Advertisement
  • April 17, 2018
  • StopPress Team
Icebreaker steps into sharky waters for latest ad

Icebreaker has released ‘Shark Scientist’, the first of three ads for its latest 'Human Nature' campaign with Motion Sickness. The two-minute spot focuses on marine biologist and shark enthusiast Riley Elliott. 

The ad ties in strong themes of overcoming fear while appreciating the co-existence between humans and mother nature. 

For most of us, the thought of sharks sends the alarm bells ringing, however, Elliott challenges that notion in the advertisement, presenting a refreshing view to the demonization of sharks often seen in grotesque films like Jaws.

Instead, it presents an intimate change for Elliott, who transformed his fear of sharks into a fascination with them. As he says in the film, "fear is a benchmark for challenge".

It’s not the first time Elliott’s story has been told, and an article by The New Zealand Herald, which labels him as ‘Shark Man’ – unravels how he conquered his fear and is now crusading to change the fear of one of the largest global predator.

Global channel marketing manager at Icebreaker Kristin Borley says Elliott’s story aligned with the campaign which focuses on real people, telling real stories. She adds, “it celebrates humans working symbiotically with nature”.

Filmed in Elliott's hometown in the Coromandel, the imagery and sound effects invite the viewer to share the experience in the water, showing lingering shots of Elliott stroking the apex predator.

Creative director at Motion Sickness Sam Stuchbury says he aimed to give the audience a feeling of being in the person shoes, showing the sensation of being underwater and the intimate, and often vulnerable, feeling that is experienced.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Effies 2018: DDB shines golden, takes home Grand Effie and crowned Most Effective Agency of the Year

  • Awards
  • October 19, 2018
  • Georgina Harris
Effies 2018: DDB shines golden, takes home Grand Effie and crowned Most Effective Agency of the Year

Auckland’s Shed 10 was taken over by advertising and marketing folk last night, excited to celebrate the country’s most effective marketing campaigns at the 2018 NZ Effie Awards, organised by the Commercial Communications Council in association with TVNZ.

Read more
Next page
Results for
Topics
Jobs
About

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2018 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise

Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit