National Geographic

A love letter to sharks and sitcoms

SharkFest is a big deal for nature fans. Every year, people tune in for the drama, the science, the footage you can’t look away from. But we wanted to reach beyond the core audience. The people who love sharks but maybe didn’t know SharkFest existed. The casual viewers who’d absolutely watch if we gave them a reason to pay attention. The question was how to get them in the door.

The insight was about tone. Sharks are fascinating, but they can also feel a little serious. A little intimidating. Lots of teeth. Dramatic music. We wanted to make SharkFest feel fun. Approachable. Something you’d want to share with a friend. And the best way to do that? Tap into something people already love.

So we created ‘Thank You For Being a Shark.’ A deep-sea twist on the Golden Girls theme song. Yes, really. Picture it: sharks gliding through the ocean while that familiar melody plays. It was weird. It was funny. It was the last thing anyone expected from National Geographic. And it worked. The song paid tribute to one of nature’s greatest hunters while making people smile. It felt like Nat Geo, but with a wink. Nostalgic and fresh at the same time. The kind of thing that makes you stop scrolling and immediately send a link to someone who needs to see it.

25% increase in viewership for SharkFest’s premiere. Over 10 million views across social. One of National Geographic’s most successful promotional efforts. Turns out, sharks and sitcom theme songs go surprisingly well together. Dorothy would be proud.