Club Ocean

While using Instagram I came across this advertisement, posted by marine conservationist effort Club Ocean, which promotes the sale of plush sharks as a means to support real life shark protection efforts. The text on the ad, “Adopt a Shark! And help to protect them!” is a call to action for consumers with aligning ethics to purchase the toy – implying their efforts will help directly. I aim to analyze the perceived success of this call to action by examining its core message, the subtle methods in which it portrays sharks in a sympathetic manner, and the effectiveness of its audience targeting.

The message at the root of the advertisement is valiant and needed to raise awareness as, “Nearly a quarter of all shark species are considered to be at risk”.1 It emphasizes the importance of our oceans and brings to our attention that sharks do need to be saved. Threats such as overfishing or losing habitats to pollution have caused shark and other ocean wildlife populations to decline2 and with this advertisement Club Ocean not only claims to be an ecologically responsible brand or group, but directly implies that the consumer can be ecologically responsible themselves by contributing to the initiative. All of this makes for a powerful ecofriendly campaign. However, Club Ocean message is somewhat hampered by the outsourcing of production and shipment to China3, a decision that prioritizes cost reduction and production efficiency at the expense of socio-political and ethical considerations. By engaging in this practice, the company risks contributing to a global supply chain that may be associated with labor rights concerns, environmental issues, and political implications tied to its manufacturing locations.

The primary intended action of this advertisement is to purchase one of the shark plushies and, “adopt a shark” with a secondary implied intended action of doing further research on the issues of shark protection. For this to be effective the advertisement must make great, but subtle, efforts to make sharks more appealing and dispel the apprehensions or even fear that many may carry towards the animals. Due to popular films such as Jaws and many depictions of sharks exaggerating the teeth and eyes, many came to, “see these animals as an abstracted and decontextualized symbol of predation itself.”4 Though, over time and through thorough research those inclined to learn more, “began to recognize the vulnerability of one of the ocean’s most feared predators.”5 The design expands on this vulnerability through abstraction and limits the shark to its “cutest” features and close its eyes, making it appear more akin to a puppy. They also used very light and delicate hues of blue in the background reminiscent of those one would find in a baby parlor rather than the deep ocean. Finally, rounding out this appealing imagery are the deeply familial terms of “adopt” and “protect”. All of this creates an emotional connection that encourages empathy and a sense of responsibility toward the well-being of sharks and is sure to drive caring consumers to the intended actions.

Seeing as this advertisement was chosen to be shown to me, I can make many inferences about the demographics it would have been shown to, such as environmentally savvy consumers, children or families with children, and those like myself who enjoy collectibles and plush versions of things we enjoy. The environmentally savvy would appreciate the aforementioned message associated with the plush, as well as the cause their funds would be funneled into. The cute, friendly-looking plushie itself appeals to children that simply want a cute friend or families that wish to teach their children about the environment and marine life. Additionally, the ads presence on social media indicates a focus on young adults who may be interested in sustainability efforts while not knowing what avenues they could explore to help. My generation in particular covets the values of ethical consumerism. By targeting a diverse group with varying reasons for engagement, this advertisement effectively reaches potential customers through shared values of conservation, education, and a desire for a connection to something greater than just the product itself.

Club Ocean’s advertisement for adopting plush sharks is a well-crafted campaign that blends emotional appeal with a call to action, targeting environmentally-conscious consumers who are eager to make a difference. The message of shark conservation is important and presented in a way that fosters empathy and connection, using strategic visual and verbal cues to make sharks more approachable and less threatening. Despite the ethical concerns surrounding the outsourcing of production, I consider the overall impact of the ad to remain positive, especially for those who align with its values of ethical consumerism. By reaching a wide demographic through its relatable messaging, cute design, and compelling cause, Club Ocean successfully encourages consumers to take part in a larger movement of ocean conservation.

1. Erika J. Techera. “Good Environmental Governance: Overcoming Fragmentation in International Law for Shark Conservation and Management.” Proceedings of the Annual Meeting (American Society of International Law) 105 (2011): 103–7.

2. Auster, Peter J., Rod Fujita, Stephen R. Kellert, John Avise, Claudio Campagna, Benjamin Cuker, Paul Dayton, et al. “Developing an Ocean Ethic: Science, Utility, Aesthetics, Self-Interest, and Different Ways of Knowing.” Conservation Biology 23, no. 1 (2009): 233–35.

3. https://clubocean.co/en-ca/pages/f-a-q See “Where are the Bracelets Made?”

4. Martin, Jennifer A. “Seeing Jaws: The Role of Shark Science in Ocean Conservation.” Historical Studies in the Natural Sciences 46, no. 1 (2016): 67–100.

5. Martin, “Seeing Jaws: The Role of Shark Science in Ocean Conservation.”

While not A.I. the only piece of this that is not my own work are these citations, which are grabbed from JSTOR directly.