John West reveals Fisherman versus Bear ad

John West has followed up the teaser campaign it debuted this week, which introduced a heroine to its memorable fisherman Vs bear story, with a full 90-second reveal ad in the style of a blockbuster movie.

The agency behind the campaign is BWM, which won the business from Grey Melbourne last year.

The lead creative behind the ad was former Grey Melbourne ECD Ant Shannon.


  1. AdGrunt
    5 Oct 12
    10:41 am

  2. Meh. Mildly amusing.

    Ultimately for me, it’s distorting and extending a solid original idea from Leo Burnett over a decade ago, way too far.

    The punch of the original “nature documentary gone Monty Python” idea has been lost – even if there is a fish-slap in there.

  3. Steve
    5 Oct 12
    10:57 am

  4. Be your best… really? I would have thought continuing ‘to bring you the best’ is better.

  5. Circling sharks
    5 Oct 12
    1:27 pm

  6. The fish John West reject was simple. This is not.

    Creativity for its own sake, I fear. And that never works.

  7. Anonymous
    5 Oct 12
    3:43 pm

  8. “Be your best” What the hell is that…

  9. John Grono
    5 Oct 12
    6:03 pm

  10. I thought it was a typo … “Be your beast:.

  11. FMCG fail
    5 Oct 12
    8:28 pm

  12. It’s a funny enough ad, but the fact the fish looks old, dirty and just plain unappetizing, goes against every core message John west has been pushing for years is a massive fail. As for ‘Be your Best’…let’s. be honest here,, it’s a stinker.

  13. Wild Oscar
    7 Oct 12
    4:27 pm

  14. Be your best? What the?

    Ummmm. It’s fish not viagra. Nice idea though.

  15. F*cking relax
    9 Oct 12
    5:33 pm

  16. Chill out, its a fun little viral. Good for a laugh. So many bloody haters in Sydney