Sara Rose, executive creative director, Saatchi & Saatchi chose this ad because…
…there is a strange spell that comes over us as the clock strikes midnight each year on 31 December.
No, we don’t turn into pumpkins, but we do transform. We see things differently. Our bad habits become challenges to take on, our cynicism is replaced with (or at least makes a little room for) optimism. Twelve chimes from a clock make the world feel new again.
So, it is fitting that this month’s top pick goes to a spot that tackles a long-standing issue in a new light.
Marine Connection looks at the plight of marine mammals in captivity through the lens of another crisis: human trafficking.
OK, so that doesn’t sound like a topic that embraces the positive vibes of a new decade. But the reframing of the experience of animals with that of the most vulnerable humans makes the cause feel as urgent today as it did when the movie Blackfish (the 2013 US-made documentary about a captive killer whale) premiered.
In-house agency Communicorp
UK Creatives John-Paul Hughes and Jimmy Docherty
Production company Global
Producer Steve Henderson
Voice Callum Tyler