The Florida Aquarium was running an ad in the Tampa Bay Buccaneer’s annual yearbook. Our objective was to create a fun ad for the Aquarium with some tongue-in-cheek humor that football fans could associate with and would hopefully leave them with a little chuckle.
We showed a small black and white striped fish (obviously mimicking the look of a referee) coming face-to-face with a huge Sand Tiger Shark and acknowledged how you wouldn't want to be a referee down here and make a bad call.
The ad helped the Aquarium connect with an important niche audience comprised of avid sports fans. The client appreciated the ad’s good-natured “football” humor and they received positive feedback from Bucs fans, who also enjoyed this subtle jab at referees. Best of all, the Aquarium experienced a rise in attendance during football season.