John West 'bear' by Cheetham Bell JWT

1.4 11 Votes
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.

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Released: 14 November 2007

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Credits

Client
John West
Agency
Cheetham Bell JWT
Copywriter
Andrew Dobbie
Art director
James Ashworth
Agency planner
Lex Robinson
Media agency
Vizeum
Production company
Onward
Director
Ben Tongue
Post-production company
Flix
Audio post-production
422

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