In light of Discovery Channel’s recent fear-based ad campaign, I thought I’d revisit Save Our Seas Foundation‘s “Rethink The Shark” ad campaign from 2007. The award-winning ads (based on a well-known scene from Jaws, no less) are proof-positive that an audience-gripping ad campaign can be created, while still maintaining a conservationist-minded theme. The ads were created by advertising agency, Saatchi & Saatchi Capetown. Three ads were created, all of them with the same lead-in as the ad posted above. The other two ads ended with a kite and a toaster.

I love how the ads take the fear and familiarity of Jaws and turn it around to increase awareness about just how rare fatal shark attacks are.