CBS’s Environmental Communications and N.O.A.A. commissioned surfer Kelly Slater and The Ether to create a “call to action” :30 second spot highlighting the plight of ocean pollution around the world. All footage was shot on-site on the island nation of Tahiti in conjunction with the release of the surfing film, The Ultimate Wave Tahiti. Not only was this commercial shown both on-air and online, it also played theatrically before each of the film’s run. This helped drive traffic to N.O.A.A.’s website and increased awareness of their campaign amongst a multitude of viewers.