John West has taken another step into the bizarre with its iconic bear dancing to a catchy K-pop rap promoting the launch of its new street Asian range of tuna.
The video features a person suited up as a Kodiak bear dancing with a look-a-like of Korean pop-star Psy, other people dressed as tins of tuna and dancers on various ‘streets’ that replicate countries in Asia.
The rap begins like US singer Pitbull’s style, introducing John West before leading in to the song, and includes the catch phrase ‘Tuna flavour Asia’, which is sung repeatedly and highlighted on the screen for the audience to sing along to Karaoke-style.
The campaign is the second since John West handed the account to Cummins & Partners.
Earlier this year the agency kicked off its relationship with John West with the bear making lunch in the kitchen as part of the launch of the fiery tuna range.