Dolphin called Colin fronts new Fisherman’s Friend ad

Creative agency MJW has launched its first campaign for Fisherman’s Friend, featuring a talking dolphin called Colin.

This is MJW’s first work for Stuart Alexander, which distriubutes the Fisherman’s Friend brand in Australia, since acquiring the account in August last year after the company reviewed its marketing arrangements.

The 30 second ad will debut on TV Monday. It features a young man pulling up in front of a house while Colin the dolphin rides in the back seat. Before going into the house to pick up his date, Colin offers the man a mint.

Scott Davis, Strategy Director at MJW said: “The campaign aims to reposition the Fisherman’s Friend brand head on into the fresh mint space, and introduce Fisherman’s Friend to a lolly-mint loving, younger audience.”

MJW’s campaign will feature multiple ads – the next of which will run in a fortnight – outdoor, online and other PR activations. The campaign will initially run for about three months.


  • Client: Stuart Alexander
  • Head of Marketing: Paddy Bryans
  • Senior Brand Manager: Lisa Pushkin
  • Assistant Brand Manager: Lisa White
  • Agency: MJW
  • Creative Team: Trent Christie & Matt Smith
  • Creative Director: Marrianne Little
  • General Manager: Ricardo Larriera
  • Strategy Director: Scott Davis
  • Account Director: Lucy Cunningham
  • Production Company: Jungleboys/Metropolis Films
  • Director: Al Morrow

The last TV ad for Fisherman’s Friend featured a pre-Underbelly Gyton Grantley, who went on to portray drug baron Carl Williams, being slapped in the face with a fish.


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