WWF TV ad launching tonight via Motion Picture Company spotlights at-risk Great Barrier Reef
WWF-Australia will launch a national TV commercial tonight showcasing the natural wonders of the Great Barrier Reef, yet warning of the devastating impacts of global warming.
The visually stunning spot, a creative concept by WWF produced by Motion Picture Company, spotlights the Reef’s breathtaking underwater world and features an array of turtles, fish, corals, manta rays, sea horses and whales swimming serenely in their natural marine environment.
The spot is brought to life by the world-renowned song “Time to Say Goodbye” – made famous by Italian tenor Andrea Bocelli.
WWF’s ad will air tonight on Channel 9’s The Voice and 60 Minutes, and in cinemas nationally from Thursday. It will be utilised across WWF’s online and social media channels to reach thousands of people in the lead up to the election.
Dermot O’Gorman, CEO, WWF-Australia, said that the ad, part of WWF’s ongoing campaign to halt dangerous global warming and protect the Reef, aims to let the next Australian government know that no Australian wants to say goodbye to the Great Barrier Reef on their watch.
“Australians love the Reef and its amazing wildlife, but this election will determine its future and we we are keen to bring that message home to voters,” said Mr O’Gorman.
“Global warming, driven by the mining and burning of fossil fuels like coal, saw water temperatures on the Reef soar this summer and 22 percent of the Reef’s corals bleach and die.
“We hope to remind Australians that our country needs to stop mining and burning fossil fuels, and spending billions of dollars subsidising the declining industry. We need to invest in our future and in clean renewable energy to help save the Great Barrier Reef.
“Motion Picture Company has done a fantastic job of showing the Reef at its best and its worst. I think we’ve created a powerful reminder of exactly what we’re fighting for.”
Says Peter Slee, creative director at Motion Picture Company: “MPC is proud to work with, and support the team at WWF on an issue like the Great Barrier Reef.
“The concept is simple and powerful. It’s not time to say goodbye to the Great Barrier Reef, it’s time to save it,” he said.
This election, WWF is calling on all major political parties to strengthen their policies to protect the Great Barrier Reef.
“We urge the next Australian Government to commit to a full package of protection measures including the transition to 100 percent renewable electricity by 2035, net zero pollution by 2050 and an end to the $7.7 billion per annum in fossil fuel subsidies,” said Mr O’Gorman.
“This election, we want Australians to demand the policies that will save our Reef and vote for clean, renewable energy.”
7 Comments
Archive footage set to some music. Inspired.
‘The concept is simple and powerful. It’s not time to say goodbye to the Great Barrier Reef, it’s time to save it,’
..is not a concept.
Saw this on prime time tv – what a waste of money. Pretty pictures over cool soundtrack but conceptually no idea. I’ve learnt to expect more from WWF. What happened? This such an important issue which deserves stronger work.
And this, kids, is why we have advertising agencies.
Time to rid the reef of cliches. They’re destroying the essence of idea-driven advertising.
What a cynical and bitter bunch of a**holes you all are. It’s very effective ad and doesn’t require any so-called “advertising creativity” to get the devastating point across.
Everybody already gets the devastating point. This isn’t news, nor is this spot different to the way anybody has spoken about global warming and the reef so what makes this particular spot compelling?