“Mischief is back in Boston,” says a new ad for the New England Aquarium, though some locals might be forgiven for wondering if it ever left, given that mischief is something of a constant in the Hub ecosystem.
Created by Boston ad agency Connelly Partners, one ad features a star turn by Zoe, a nearly 2-year-old sea lion cast in the demanding role of herself.
In some ads, Zoe is joined by another sea lion named Sierra. Until the pair arrived last August, the aquarium had been sea lion-free for several years, and one subtext of the ads is that there is something new at the aquarium to check out.
Partly because of their status as aquarium rookies and partly because of “their rascally, and oftentimes unpredictable, antics,” Connelly Partners decided that the sea lions would be naturals for the aquarium’s summer marketing campaign.
The campaign launched about two weeks ago and includes taxi top ads, a complete takeover of the Park Street T station, bus shelter wraps, posters, and advertising columns. There are also print media ads, 60-second radio spots, digital display units, and social media promotions. The campaign is scheduled to run throughout July and August.
In a statement, Connelly Partners president and chief creative officer Steve Connelly said, “Our job is to highlight to people the fun to be had that’s right under their noses by using the noses of some of the aquarium’s most famous and adorable residents.”
This campaign marks the first time that Connelly Partners has served as the aquarium’s lead creative agency, Connelly Partners said.