OceanSaver features Bristolian sea shanty group The Longest Johns in its TV debut campaign encouraging people to switch to more environmentally friendly laundry products.
The spot, created by Hearts and Minds and directed by Jake Mavity of Rogue Films, is set to begin airing from April 25 and features a quartet of singing crabs (Bluey, Lil’ Hermit, Fiddler and Hairy Harry) who surprise a man named Gareth as he puts his washing on.
The ads, which are produced using AdGreen standards with minimum carbon usage, is also accompanied by OOH, social and in store activities.
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The brand, which can be found in supermarkets including Tesco, Asda and online via Ocado and Amazon, has announced a partnership with the Blue Marine Foundation.
It was one of five brands to win the Sky Zero Footprint fund which saw it awarded £250,000 worth of TV media across Sky’s portfolio of TV channels.
As part of its brand building, Ocean Saver is set to buy ad space via AdSmart and Video on Demand, targeting the top 20% of the most environmentally engaged households using location-based targeting.
The advert aims to reach 630,000 households every week, creating an uplift in brand awareness bolstered by location targeted YouTube and Meta ads.
“This category, and eco comms in general, so often deploy shock tactics or shame as a way to influence people’s purchases. Which just isn’t very effective,” said Hearts and Minds founder Andy George.
“So, we’re very grateful to have found a partner in OceanSaver who share our belief in the power of positivity, entertainment and a simple thank you, to get to Britain buying better for the Ocean and for the planet.”
Sky Media director of planning Sarah Jones added: “OceanSaver’s advert shares a really important message – small changes make a real difference. Something that is crucial to Sky Media’s mission in tackling the climate crisis.”
“The Sky Zero Footprint Fund celebrates brand that make sustainable swaps easy and enticing. OceanSaver delivered exactly this in their humorous, creative campaign.”
“We’re really excited to get this creative live and see the impact it is going to have on the cleaning products market.”
