Heroine introduced in fisherman Vs bear story for John West
Simplot brand John West has launched a teaser for a new campaign that continues the story of the tussle between man and bear to capture the best fish.
The latest incarnation, created by BWM, sees the introduction of a heroine to the story. She joins the fisherman featured in the last ad, which was produced by the brand’s previous agency, Grey Melbourne.
The pre-launch teaser ad, directed in the style of a movie blockbuster by Paul Middleditch, debuts on Sunday.
The teaser is supported by movie listings advertising across News Limited publications. An early screening of the full 90-second film will run on the brand’s new Facebook page and YouTube from 5 October.
Simplot Australia general manager of retail marketing, Tara Lordsmith, said: “We’re very excited to be premiering our new John West Into the Woods campaign. John West is an iconic brand that has long been synonymous with high quality and trust. This epic new creative builds on the successful history of the brand whilst recognising the need to make the brand more relevant with the line ‘Be Your Best’.”
The lead creative behind the campaign was Ant Shannon, who drove the first campaign that saw a fisherman do battle with sea birds and sea lions on a bait ball. When he left Grey Melbourne last year, the John West business moved with him.
Shannon said in a press release: “The success of John West has been largely built on the mythology of their selection process. Our new ‘Be your Best’ campaign adds more depth to the John West brand and symbolises the product benefits in an engaging way.”“Plus, by casting the John West fisherman and our heroine together in an impactful action comedy, we were able to answer the all important question: what happened after the fisherman stole the fish from the bear?”
Credits:
BWM
• Carl Ratcliff, Managing Director BWM Melbourne
• Rob Belgiovane, Executive Creative Director
• Jamie Mackay, Head of Strategic Planning
• Ant Shannon, Writer and Creative Director John West
• Gus Johnston, Art Director and Deputy Creative Director
• Abby Hunt, Head of Onscreen and Experience
• Lucy Trengove, Onscreen Producer – content and photography
• Belinda Murray, Lead Business Director
• Amber Hawker, Senior Account Manager
• Karlene Van Opdorp, Account Manager
Production
• Plaza FILMS – directed by Paul Middleditch and produced by Pete Masterson
• The Editors and Method
• Song Zu and the Prague Philharmonic Orchestra
• Tom Sigel Hollywood DOP – Drive, Usual Suspects, X-Men movies
• Art Dept: Joe Cabrera from LA
• Content shooter: Giles Clarke and Stewart Volland
• Lemonade Films Canadian Production Company and the 72 Crew
• American Humane Society
• Barney and Betty our Grizzly Kodiak Bears c/o Dana Dube and the bear trainers
• Casey Adams, Hollywood stunt man, and Becky King, Californian mother of two
• Also featuring Jason Burkart, aka ‘Splash’
• Andreas Smetana and Assistant, Jeremy Graham
• Electric Art, Inness Robins
Digital
BWM
• Ant Shannon, Writer and Creative Director John West
• Gus Johnston, Art Director and Deputy Creative Director
• Chris Hanrahan Copywriter
• Jeremy Elliot Art Director
Hard Hat
• Daniel Monheit
• Ben Robertson
Client
Simplot
• Tara Lordsmith, General Manager of Retail Marketing
• Stuart Sterling, Group Marketing Manager
• Magda Kozera, Senior Brand Manager
So let me get this right.
It’s exactly the same concept they had 10 years ago, minus the humor, packed with marketing shite. Nice work everyone.
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Nice to see the fisherman return, but the original is way better, still makes me smile
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I read that headline as “heroin” so at least this makes slightly more sense.
Still, I bet the salmon would fly off the shelves…
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