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Optus, the second largest telecommunications company in Australia, has a long association with nature so M&C Saatchi, Sydney set about exploring communication between humans and animals, specifically Humpback whales.  Whales communicate to each other over vast tracks of ocean by singing complex love songs to each other.  “Whale song is a form of communication,” says Ben Welsh, executive creative director, M&C Saatchi Sydney.  “It’s a form of communication that the scientists at The University of Queensland have been able to decipher and learn.  I was intrigued by this fact and so we asked ourselves whether it would be possible to emulate a male humpback: to write our own love song and then play it, using the instruments of an orchestra?  Could we serenade a humpback ourselves?  Then imagine what could happened if the whales were to hear our song.  We thought that would prove that when it comes to communication, anything is possible.”  While no whales actually surfaced from the deep to dance to the orchestra during the filming of the commercial, a dozen orcas actually showed up.  Directed by David Denneen.  Music composed by Bruce Heald.

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