It’s Shark Week, and even brands that aren’t ad partners are celebrating.

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jello-shark-week-ads-hed-2015This week, millions of Americans will tune into Shark Week, the Discovery Channel’s popular annual tribute – now in its 28th year – to the ocean’s most infamous predators. Shark Week is famous for portraying sharks as deadly predators that threaten our status as the world’s top species. But in fact, sharks should fear us a lot more.

On the one hand, the series draws a vast audience of people who are interested in sharks. On the other hand, Shark Week then plies that audience with violent imagery of sharks that paints them as, well, less than sympathetic. But regardless of the fact the popularity of the shark week has grown by leaps and bounds to a point that it has presumably attained the status of a National Holiday.
As a result the Discovery Channel pumped up its Shark Week programming a month before the start of the season. What’s intriguing is that sponsors like Coca Cola, Dunkin Donuts and Jell-O that aren’t ad partners are taking active part in the campaign and going all in to promote the Shark Week by posting witty and funny tweets. Dunkin Donuts is working with famous Vine stars to churn up new and hilarious videos clips.

Volkswagen is also sponsoring the week-long TV show with GIFs and videos that promote its SportWagen compact vehicle. Whilst Jell-O portrayed a gelatin fish in the jaws of a shark , Mc Donalds played it cool while tweeting a famous Jaw movie quote to spice up the whole ad game. All in all it seemed that Shark Week has pretty much gained country wide fame with millions of online followers.


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