Set to a haunting soundtrack, the 45 second black and white commercial, developed by the London advertising agency, Ogilvy & Mather, has been created to lift the lid on the cruel and barbaric practice that contributes to the death of more than 36 million sharks every year.
The boom in demand for shark fin soup is blamed for the rapid rise in the numbers of sharks being hunted. Once the reserve of Chinese Emperors, shark fin soup is now consumed around the world.
With a market value of around £200 per kilo, shark fins have become one of the most lucrative seafood items in the world. As a result, unscrupulous fishermen are motivated to systematically slice fins off living sharks before dumping carcasses overboard. Unable to swim, the sharks endure a slow death on the sea floor. The bodies, worth less at market than fins, are discarded because they can contaminate other catches and take up valuable space in the hold.
It is estimated that 90% of the world’s big sharks have been wiped out in the past 60 years and that 20 species of sharks could become extinct by 2017. The relentless removal of an apex predator from the ocean has been described as and elaborate and giant game of Jenga. According to the charity, if enough sharks are removed the whole marine food web could collapse.
The boom in demand for shark fin soup is blamed for the rapid rise in the numbers of sharks being hunted. Once the reserve of Chinese Emperors, shark fin soup is now consumed around the world.
With a market value of around £200 per kilo, shark fins have become one of the most lucrative seafood items in the world. As a result, unscrupulous fishermen are motivated to systematically slice fins off living sharks before dumping carcasses overboard. Unable to swim, the sharks endure a slow death on the sea floor. The bodies, worth less at market than fins, are discarded because they can contaminate other catches and take up valuable space in the hold.
It is estimated that 90% of the world’s big sharks have been wiped out in the past 60 years and that 20 species of sharks could become extinct by 2017. The relentless removal of an apex predator from the ocean has been described as and elaborate and giant game of Jenga. According to the charity, if enough sharks are removed the whole marine food web could collapse.
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