Bestads Best of the Week: Penguins International ‘Protest March of the Penguins’ via Rethink, NY
Each week Bestads showcases standout global advertising work as reviewed by an esteemed international creative director or team. This week’s Best TV ad is Penguins International’s ‘Protest March of the Penguins’ via Rethink New York.
The spot was selected by guest judge, Scott Zuliani, a freelance creative director based in London.
“I usually judge work (privately) by how jealous I am of it and how much I wish I had made it,” says Zuliani. “So, the film work I’s most jealous of this week is ‘Protest March of the Penguins’.
“That juxtaposition of absurd policy (tariffs on penguin-inhabited islands) with heartfelt conservation action is actually kind of brilliant. I loved the live-streamed element, and the music choice was spot on. Nice stuff as usual from the team at Rethink. I wish I had made it.”
After the U.S. administration announced sweeping 10% tariffs—including on remote, penguin-inhabited territories like Heard and McDonald Islands—Penguins International seized the internet’s buzz to drive awareness. On April 16, the nonprofit launched a live-streamed “Protest March of the Penguins,” turning the birds’ annual migratory trek into a tongue-in-cheek yet urgent conservation campaign. With nine of the 18 penguin species listed as vulnerable or endangered, the march aimed to spark donations and support, blending real-world absurdity with environmental advocacy.
Check out the full review here.
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