Charlie the Tuna has become a pretty legendary commercial icon, appearing in ads consecutively for over 50 years. The running gag of the commercials would be that he would always get turned down, they were looking for good tasting fish not fish with good taste, and would get a message with the now common phrase “Sorry, Charlie!”

The commercials use to say sorry, you weren’t selected. We chose to use Charlie and his catch phrase to serve as a reminder that maybe we should be apologizing to the majestic creatures of the sea more often. Sorry Charlie, we overfished your species, and polluted your waters, and we need to be reminded of that time and time again. What was a symbol of consumption, with context, can be a reminder that our habits and actions have a direct impact on the wellbeing of our planet.