Royal Ontario Museum (ROM) is offering up a love letter to the natural world in the latest iteration of its 2022 “Immortal” commercial and brand platform, this time starring mankind’s closest relative.

Created by Toronto-based agency Broken Heart Love Affair, the new campaign and three-minute hero film set to a Donizetti opera, reimagines the connection between humans and nature, encouraging viewers to reconsider our place within Earth’s vast timeline and offering a fresh look at the museum’s permanent collection.

“This campaign is our love letter to the natural world – a clarion call to protect and look after our Earth and everything in it,” says ROM chief marketing and communications officer Sally Tindal, who says the ROM plays a vital role in our understanding of nature and the world around us, and that it hopes the campaign inspires people to revisit the museum with fresh eyes.

According to Craig McIntosh, chief creative officer at Broken Heart Love Affair, the new creative builds on the previous “Immortal” spot, which explored civilization and culture but through a human-focused lens.

“The new approach shifts the perspective to the natural world, with a chimpanzee serving as a guide to highlight Earth’s vast history and interconnected ecosystems,” McIntosh says. “Through a combination of cinematic visuals, the timeless drama of opera, and ROM’s permanent collection, the campaign underscores humanity’s small place in nature’s expansive story while inspiring a deeper appreciation for the museum’s offerings.”

Unlike the darker tones of the previous 2022 campaign, this iteration conveys a brighter, more optimistic message, showcasing nature’s resilience and the lessons it offers, explains BHLA chief creative officer, Jaimes Zentil.

The three-minute “Immortal” film, which was directed by Rune Milton (Revolver Films), with visual effects by Copenhagen-based Chemistry Film, will be shown in cinemas, online, and on social media throughout the Greater Toronto Area, and will be supported by a robust out-of-home campaign.

“Cinema is the ideal medium for this campaign because it creates an emotional experience that captures attention and stirs the soul,” Zentil notes. “It’s a simple yet powerful idea that connects with audiences on a deeply emotional level, grabbing them by the heart first.”