At this point, it is widely known that plastic pollution is a huge problem. There have been several initiatives to reduce single-use plastic such as Starbucks banning straws, grocery stores charging for plastic bags, and having more recycling bins available, but 4Ocean is doing even more. 4Ocean is an organization that is attempting to reduce the amount of plastic in our oceans by sending crews out on the water to scoop up plastic and trash. The plastic they collect is then turned into a bracelet that can be purchased on their website. Each bracelet that is sold helps to collect one pound of trash from the ocean. 4ocean focuses on optimizing technology to remove trash from the ocean, creating job, educating and spreading awareness, and creating new global economies. In this commercial, the co-founders of 4Ocean, Andrew Cooper and Alex Schulze, introduce and invite others to their movement. The commercial uses intense images of plastic-filled water to set a scene of necessity and urgency. To understand their message, here is the full commercial:
The video starts out with Alex and Andrew reminiscing on a recent surfing trip to Bali, Indonesia (figure 1). They are located on a beach with their surfboards behind them and are both wearing swim trunks. This makes them look trustworthy and relatable. We can trust two dudes hanging out on a beach to understand and care about the ocean. On this trip they noticed the water was full of trash, especially plastic. The phrase "we saw firsthand just how bad the world's plastic pollution crisis really is" overlayed with images of plastic-filled water sets the stage for introducing the problem (plastic pollution) and their mission to solve the problem.
Figure 1: Alex Schulze and Andrew Cooper, the co-founders of 4Ocean.
The video then shows the two founders swimming around looking disgusted at the trash both in the water and on the beach (figure 3). The images are powerful and portray Bali in a way it normally isn't. When I think of Bali or other beaches around the Indian Ocean, I think of crystal clear water, white sand beaches, blue skies, and plenty of healthy plants and animals. This clip shows the reality of the situation. There are handfuls of plastic in the water and so much trash on the shoreline that you can hardly see the sand.
Figure 2: Alex Schulze disgustingly picking plastic out of the water.
This introduces the solution, cleaning up the oceans, by first showing Alex and Andrew diving to collect garbage (figure 3). This is an important section of the commercial because it shows that Alex and Andrew are just like you! They're just two guys going out to pick up trash. If they can do it, so can you! All it takes is a mask and collecting bag. Easy!
Figure 3: Alex Schulze and Andrew Cooper diving down to pick up trash.
But Alex and Andrew realized that they can get much more done by recruiting help. They note that 4Ocean is the world's largest ocean cleanup company and employs captains and crews in 27 different countries that have helped remove over 2 million pounds of trash from the ocean. The next section shows groups of people with their trash treasures.
Figure 4: A group of 4Ocean workers celebrating their recent garbage pickup.
There are multiple clips of workers standing on boats collecting garbage with nets (figure 5)...
Figure 5: A 4Ocean worker standing on a boat scooping up trash.
...as well as workers on land gathering the collected trash and moving it to dumpsters and bags (figure 6).
Figure 6: 4Ocean workers standing on a pile of plastic.
Now that Alex and Andrew have explained the problem and their solution, the commercial ends by inviting you to join their clean ocean movement (figure 7)! The video shows excitement and celebration. The cleanup crews are smiling and cheering, a stark contrast to the serious and hard-working images previously shown.
Figure 7: A large group of 4Ocean supporters celebrating.
The 4Ocean bracelet is made from plastic and recycled glass bottles that were collected by the 4Ocean team (figure 8). These bracelets are very important to 4Ocean's mission because the cleanup process is funded entirely through the sales of bracelets. Each bracelet that is sold funds the removal of one pound of trash from the ocean. By visiting their website and purchasing a bracelet, you can become a part of the solution.
Figure 8: The 4Ocean bracelet.
This commercial is very powerful because it introduces a problem, shows their solution, and explains how you can be involved by simply purchasing a bracelet. Many people are hesitant to help the environment because they don't know what to do or think what they are doing will not make a difference. 4Ocean presents an easy way to get involved and even shows exactly how your purchase helps their movement.
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