Directed by Sanjay De Silva, Spark’s latest 60 second campaign, ‘ShantyTok’, tells a story through the perspective of Willa – a teenage girl who discovers a passion for the ocean after coming across a rendition of the sea shanty ‘Soon May The Wellerman Come’ on TikTok, which quickly expands to Spotify, Twitter, Twitch and YouTube.
The original song was said to be written by a Kiwi sailor in 1860 to help lift the spirits of crewmen. Fast forward to 2020, the shanty was reignited and became a global viral hit during Covid-19, providing much-needed cheer during an uncertain time.
Through the power of entertainment, the sea shanty incited broader conversations that encourage Willa – as it did many in real life – to delve deeper into the history of sea shanties and sea conservation. This fuels Willa’s newfound passion for all things sea, and motivates her to recommend more entertainment.
Spark’s Brand Partner, Ingrid Bennie says: “ShantyTok perfectly demonstrates our platform of Little Can Be Huge – how a seemingly frivolous piece of entertainment could be so much more than just a tool to amuse or distract. Entertainment has the power to build connections, start conversations and ultimately build a deeper understanding of the world around us.”
Colenso BBDO Group Business Director, Renata Gordon says: “We’re super excited and proud to have this campaign live. We believe it’s a progressive reflection of the changing way we interact with entertainment today. With Spark’s unique network of entertainment – from TV to sport to gaming to music – you don’t just get to explore and discover a whole universe of entertainment, you can explore and discover who you are. Or can be.”
The campaign launched with a 60” film, and rolls out across Cinema, OOH and online.