St. Louis Zoo: Sea Lion Sound - @AdSavants
We loved what was going on here. This spot, not so much:
The centerpiece of the campaign is a 30-second TV spot, "The Call-Up," which highlights Bennie, a sea lion who's always dreamed of making it to "The Show." The spot features Zoo employees and required training Bennie to perform certain behaviors, like walking down an office hallway, with fish as his reward.
We understand that it's hard to get a sea lion to perform. So, if you're going to go to those sort of production lengths to get a live sea lion in a tv spot, it would pay off so much more if the concept & script were actually original or interesting.
It's not bad work per se. It's just... unremarkable. Some might consider that even worse.