It’s a 26-year-old franchise, but with this ad campaign you’d never guess it. With the help of a Hollywood puppet maker, Discovery Channel’s team created Snuffy the Seal… and promptly snuffed him out. The clever tagline “It’s a bad week to be a seal. For the rest of us it’s pretty awesome” says it all. To sum up: Faux reporters and cameramen rushed to the scene of a rescued Snuffy, only to film a shark snatching him up in front of an army of aghast onlookers. As for the results? Snuffy gained 7 million fans, and 2013 was Shark Week’s best ever.

The Daily

Subscribe
Wednesday–October 15

Effros: Utility Competition

Commentary by

Read the Full Issue
The Skinny is delivered on Tuesday and focuses on the cable profession. You'll stay in the know on the headlines, topics and special issues you value most. Sign Up

Jobs

Seeking an INDUSTRY JOB or hiring for one?
VIEW JOBS

In conjunction with our sister brand, Cynopsis, we are offering hiring managers a deep pool of media-savvy, skilled candidates at a range of experience levels and sectors. The result will be an even more robust industry job board, to help both employers and job seekers.

Contact us at marketing@cynopsis.com, for more information about posting a job on the website and our Jobs newsletter, sent twice weekly to 85,000 media professionals.