OceanSaver's Singing Crab Shanty Band Thanks UK Public for helping Save the Ocean

OceanSaver launched their first ever TV campaign, introducing the nation to a new brand platform “The Ocean will Thank You” and a new set of brand mascots, the singing crabs, all created by Hearts & Minds.

The film features a quartet of crabs, surprising a man called Gareth as he puts his washing on using an ocean-friendly laundry capsule. The crabs burst into a sea shanty to thank him for his efforts.

‘The Ocean Will Thank You’ platform will thank Brits already using products that are plastic free and chemical free and therefore not harmful to aquatic life. It sees the launch of new long term brand mascots for OceanSaver, and the deployment in the category of a social norming strategy; driving behaviour change in new audiences by showing and celebrating actions already being adopted.

Hearts & Minds worked with System 1 to optimise the campaign, and the end creative scored in the top 8.5% of all ads ever tested on their system for the laundry category despite the brand being new to TV.

The TV spot was written by Andy George and Jonathan Thake, and directed by Jake Mavity, of Rogue Films. The ads were produced using AdGreen standards, with minimal carbon usage, all of which was triple offset.

The TV spot launches on Sky on Earth Day, 22nd April 2024, and runs nationwide through Spring. It will be supported by digital, social media PR and OOH.

OceanSaver’s marketing director and re-founder, Adam Parker said, “We couldn’t be happier to be releasing Bluey, Hairy, Hemit and Fiddler into the world with their very important message and their very catchy way of telling it. So many people out there are already doing the right thing by the ocean, and we think that shining a spotlight, and a song on them, will really help inspire other people to follow suit and carry on our brands strong growth.

We need to save the Ocean, so the Ocean can save us. We’re crabsolutely delighted to partner with Sky, Hearts & Minds, and the Longest Johns to take our positive message to millions. Now anyone can switch from plastic and harmful chemicals - the Ocean will thank you. These are simple switches that can create impact for generations.”

Andy George, founder of Hearts and Minds, said, “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. So we’re very grateful to have found a partner in Ocean Saver 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.”