Any idea is half done until the execution completes it. In this case, the idea rested largely in its execution. It was developed to engage the reader and catch his attention by displaying the unexpected e.g. Once the animal is peeled off, all that remains are the fins. The execution is intended to get the reader to realize the senselessness of animal trade in order to get the message and hence re-emphasize that one needs to consciously act in order to make a difference.

The release of the ad created a flurry of letters written to the editor of Sanctuary on conservation and further emphasised the fact that Hutch was a brand that was Eco-Conscious.