Heinz is backing its John West brand with a £3 million budget - one of the largest investments in the canned fish category.
The 30-second ad, directed by Partizan's Traktor, features a team of marine biologists examining a massive shark they have just hauled on to the deck of a boat.
As the shark struggles a skipjack tuna is tossed out of its mouth, followed by a John West fisherman. The fisherman brushes himself down and hoses down the tuna. The ad continues the endline: "John West endure the worst to bring you the best."
The advertising will also include a ten-second execution for John West's Snack Pots range. The campaign was art directed by Steve Jones and written by Martin Loraine.
The 30-second spot will top the ten-second tail, although there will be some solus ten-second ads. Starcom Motive is handling media buying for the campaign, which breaks on 16 September for an initial national TV burst of three weeks, followed by a further burst in the New Year.
The Leo Burnett managing director, Kate Howe, said: "We remain enormously proud that the advertising we produce for John West enables the brand to punch its weight in its category."
The John West marketing manager, Jane Hilton, added that "bear" posted the best ad tracking results for any ad last year and that she expected "shark" to follow in this vein.