:30 Super Bowl Spot Highlighting the Ocean Features Silence to Get Message Across

SILVER SPRING, Md., Feb. 2, 2012 /PRNewswire-USNewswire/ -- SeaWeb is partnering with NBC Bay Area, part of the NBC Owned Television Station Group, to run a commercial during the local broadcast of the Super Bowl pre-game show, giving SeaWeb's message unprecedented exposure to millions of viewers. This unique opportunity combines the reach of NBC with the communications expertise of SeaWeb in an attempt to make the plight of the oceans meaningful to an audience more concerned with touchdowns than sea turtles. The spot, produced by world-renowned film maker Bob Talbot, is deliberately striking and designed as the gateway for audience exposure to a broader campaign running on the NBC Bay Area and SeaWeb web sites and through various social media channels. 

The commercial is designed to shock and awe viewers by not even saying a word. A huge premium is placed on every second of time in the Super Bowl commercial line up, yet this spot is choreographed to lead with some of the most stunning images imaginable, paired with striking music followed by a dramatic cut to black.  Several seconds of darkness and silence leave the viewer wondering why, and spark them to think about what they have lost. Silence gives space for people to enter the moment, become aware and participate. Billions of people rely on the ocean on a daily basis for food, recreation, and jobs, and the spot aims to inspire people to connect with this life-giving resource and to take greater responsibility for ocean health.

"This is a spot with no words, but a powerful message," said SeaWeb Board member Dr. Jennifer Scott. "The facts about loss of marine life make no impact unless people can personally experience the feeling of loss. By abruptly taking away beautiful ocean images for just a few seconds, our spot hopes to give them that understanding. Our hope is that this - not facts - will empower them to act in their own best interests and do something for the ocean today."

Increasingly the Super Bowl broadcast has become known for its creative advertising spots, sometimes more popular than the game itself. Capturing up to $4 million for a 30-second spot, these opportunities are considered a prized possession for anyone in the advertising field.  Lack of awareness about the extent of the current destruction of global ocean resources convinced SeaWeb that this kind of exposure would be a powerful weapon in the battle to spread the SeaWeb message.

"Our society is overwhelmed by noise and quiet time is hard to find.  For just a few seconds we gave the gift of silence and took away their TV screens and their connection to the Super Bowl -- much like the health and the vitality of the ocean is being taken away from our children and all of us," explained Dawn M. Martin, SeaWeb President. "When presented with this opportunity we asked ourselves what could we say in 30 seconds that hasn't already been said about the dangers facing our ocean planet?  Knowing the value on every second we had to take a risk to do something different to make it meaningful--people don't always appreciate what they have until it's gone, and this spot should remind viewers of what is at stake."

"The beauty and majesty of the sea speaks for itself and there's nothing to be said that hasn't been said before in regards to ocean conservation," said Bob Talbot. "Few people who own a computer or television are unaware that the health of the ocean is declining at an alarming rate—that the ocean is critical to all life on earth—that if they do nothing, that's what soon will be left in the sea…nothing."  Talbot goes on to say, "I hope people will react as strongly to the potential of an empty ocean as they do to a blank television screen."

Talbot donated his skills and services to produce the commercial for SeaWeb that includes footage he has shot with support from the National Oceanic and Atmospheric Agency's Office of National Marine Sanctuaries. Talbot has made it his life's work to foster a respect for marine animals and to fight to protect their habitat. Talbot and Martin have collaborated on ocean conservation efforts for decades and are thrilled to be included in one of the most-watched television events of all time. 

Viewers in the San Francisco Bay Area will be able to see the commercial live on Sunday, February 5 at approximately 11:00 a.m. PST, during the pre-game show and it will then be available globally on nbcbayarea.com and SeaWeb.org.

SeaWeb is calling on viewers to become a voice for the ocean.  For more information visit www.seaweb.org or follow us on www.twitter.com/seaweb_org or www.facebook.com/SeaWeb.org.

SeaWeb is the only international, nonprofit organization exclusively dedicated to using the science of communications to transform people's relationship with the ocean. We transform knowledge into action by shining a spotlight on workable, science-based solutions to some of the most serious threats facing the ocean, such as climate change, pollution and depletion of marine life. We work collaboratively with targeted sectors to encourage market solutions, policies and behaviors that result in a healthy, thriving ocean. By informing and empowering diverse ocean voices and conservation champions, SeaWeb is creating a culture of ocean conservation.

SOURCE SeaWeb