John West fisherman steals from bear cub in new campaign
John West's bears and fisherman take centrestage in out of home asset
Canned fish brand John West has released a humourous campaign that showcases the lengths it will go to for the highest quality product, including theft.
The platform, developed with creative agency Clemenger BBDO, reintroduces John West through a 30-second film.
Set on the banks of a river in Alaska, a nature documentary-style voiceover narrates how a mother bear teaches her cub how to fish. The young animal is successful, and when it presents its catch to its mother, the adult bear reveals itself to be a John West fisherman in disguise. The fisherman runs off with the shocked cub’s fish.
JW rips off bear cub because he can’t do his own fishing. Fighting a bear for food might be seen as ‘manly’ and funny but this ad just shows him as a lazy con artist who thinks he’s clever in setting up a baby bear to be duped. Felt sorry for the bears, frankly, and think less of the brand now.
I agree totally with the previous comment. Just seems nasty rather than clever or funny.