Spain’s market-leading canned seafood supplier Grupo Calvo launched its "Calvo Selection Method" ad campaign with an innovative TV commercial showing yellowfin tuna attracted to a Calvo vessel by the sounds of an underwater symphony.
Following in the footsteps of the Pied Piper of Hamelin, the 31-second ad features tuna swimming alongside the vessel, accompanied by a subaquatic choir singing a catchy hymn-like tune as a conductor guides a full orchestra.
Raising the bar in the seafood marketing stakes, Calvo’s communications strategy reflects the selection process used by its experts to source the best raw materials for its products, and invests in this powerful creative execution for the visual and emotional impact of Calvo’s house brand.
The firm overcame major logistical challenges during underwater filming. Diving experts coordinated some 40 musicians, instruments and technical equipment in an apnea-dive session with participants wearing specially designed heavyweight clothing to prevent them from floating.
In the last frame, a fisherman rouses the best tuna to the surface as the ad’s tag line declares “Sacatun calls the tune that summons the tuna.” Calvo is inviting consumers to view and comment on the ad at its website. “We truly believe that all that work has paid off. We hope you enjoy watching it but we recommend you don’t do the same in your pool,” states the company on the site.
The campaign is also supported by an online promotion giving away thousands of euros to participants every week. A Facebook page invites viewers to vote for the ad and learn a mini history of tuna, while their Sacatun Junior websites aim to educate and entertain young seafood consumers.
