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A new advertising star is born, and her name is Luna.
The female primate—created through a mix of live-action and computer-generated images—leads viewers through 3 billion years of Earth’s history in a lushly cinematic three-minute commercial for the Royal Ontario Museum.
Oh, and she sings a heart-wrenchingly beautiful aria from the Italian opera “L’elisir d’amore.” Can your spokescreature do that?
The work comes from Toronto-based Broken Heart Love Affair, which championed the unconventional approach in a traditionally staid category.
“Most museums position their collections and items as static pieces for observation and learning, but we have taken the stance that they are actually dynamic portals to powerful stories that help us understand our past, make sense of our present, and shape a collective future,” Jay Chaney, partner and chief strategy officer, told ADWEEK. “Given this, our advertising needs to behave in a more dynamic, storytelling nature.”
Some other legacy institutions have similarly colored outside the lines in recent years: the V&A Museum in London and adam&eveDDB staged a treasure hunt across the U.K. in early 2024, while both the British Museum and the Smithsonian have also developed lauded campaigns aimed at making their experiences more immersive and interactive for contemporary audiences.
And yet “Opera,” from decorated director Rune Milton and visual effects house Chemistry Film, stands out as a hypnotic and imminently rewatchable piece of content that intends to grab viewers “by the heart first,” per the agency.
“This campaign is our love letter to the natural world—a clarion call to protect and look after our earth and everything in it,” according to Sally Tindal, the museum’s chief marketing and communications officer. “ROM plays a vital role in our understanding of nature and the world around us, and we hope this campaign inspires people to revisit the museum with fresh eyes.”