Sharks Are the Lure in National Aquarium Spot

ATLANTA Eisner Communications released its first campaign for the National Aquarium this week with a television spot showing just how close visitors can get to an ocean predator.

Titled “Uncomfortably Close,” the TV and print campaign promotes the Baltimore attraction’s new exhibit, “Shark Quest.”

The 30-second spot, directed by Nicolas Hill of Level & in Los Angeles, presents brief vignettes of people being closely followed by a “shark” (a costumed actor.) The shark’s proximity to children and adults plays up the interactive aspects of the aquarium, where visitors can actually touch fish.

According to Stephen Etzine, executive creative director at the Baltimore shop, sharks play a critical role in maintaining the ecological balance of the sea. The spot’s humorous execution was one way for the aquarium to maintain the intrigue of sharks without making them seem so threatening, Etzine said.

The spot will play on network and cable stations in Washington, D.C., Philadelphia and Baltimore during prime time through August. Campaign spending was undisclosed.