Fisherman's Friend: Clown Fish

FISHERMAN’S FRIEND TAKES FISH TALES TO THE EXTREME
Creative and strategy agency, Giants & Gentlemen has launched a new TV campaign for Fisherman’s Friend that harkens back to the heritage of the fisherman and his trawler. And if there’s one thing we all know about fishermen; their fish stories can be a hard pill to swallow.

With a comedic and campy tone, to appeal to younger generations, the campaign – led by Fisherman’s Friends’ new man of the sea – takes fish stories to grand proportions; a great white shark with a bad cough and a professional clown fish with knee-slapper jokes. While you may not believe the tall tales themselves, one thing that viewers can trust is the soothing strength of Fisherman’s Friend for any cough or sore throat. “It works. That’s the honest truth.” so ends each spot.

Alanna Nathanson, Co-Founder and Creative Director of G&G, adds: “We were tasked to lean into the brand heritage of the fisherman and his trawler, while being fun and engaging in order to connect with our target audience. I think we found a happy balance between brand equity and humour.”

Directed by Mike Maguire, the TV campaign consists of one 30-second spot and three 15’s, each more farfetched than the last. One of the three 15’s is set to air next flu season.
6-second bumper ads will also be seen online.

Check out two of campaign spots here:

[Long Lost Brothers :30]
[Clown Fish :15]

Voula Papadakos, Marketing Manager of Fisherman’s Friend, says, “We wanted to highlight the hero of Fisherman’s Friend, who is undeniably the fisherman. Giants & Gentlemen did a fantastic job combining humour and heritage, and we’re looking forward to seeing how this campaign performs for us in the years to come.”


About Giants & Gentlemen

Giants & Gentlemen is a full-service, independent strategy & creative shop offering standout ideas and zero attitude. As entrepreneurs, we bring a grow-or-die philosophy to help brands tower like giants, while always acting like gents.
Unique to G&G is Outthinking™, a process that leads to deeper insights that help bring meaning to brands.

For more information or to schedule an interview go to giantsandgents.com or contact Gino Cantalini at g.cantalini@giantsandgents.com or 416-568-0811.


CREDITS:

Agency: Giants & Gentlemen
Creative Directors: Alanna Nathanson, Natalie Armata
Senior Art Director: Steven Kim
Senior Copywriter: Brandon Tralman-Baker
Producer: Rob Tunnicliff
Account Director: Julie Wierzbicki
Account Manager: Kelly Brennan

Production Company: Suneeva
Director: Mike Maguire
DP: Byron Kopman
Executive Producer: Geoff Cornish
Line Producer: Kelly King

Editing House: School Editing
Editor: Lynn Sheehy
Executive Producer: Emily Torontow

Post Production: Triangle Post
Colourist: Gary Chunz
Online Artist: Hardave Grewal
Executive Producer: Connie Dercho

Audio House: Boombox Sound
Music Director - Spencer Hall
Executive producer - Umber Hamid