John West 'bear' by Cheetham Bell JWT

Private equity firm MW Brands is reuniting the John West fisherman fighting with a bear over a salmon to launch a new skinless and boneless tinned salmon product.

Previous owner H.J. Heinz company and its ad agency Leo Burnett won a Gold Lion at Cannes in 2001 for ad which was a Grand Prix contender.

The new ad, created by Cheetham Bell JWT, opens with scenes from the original advert and then cuts to a YouTube-inspired ad: featuring a home-made mountain setting where a man is re-enacting the fight for a salmon between a male doll and toy bear.

The toy bear is a free giveaway as part of a launch promotion for the new product which goes on sale in mid-November.