"Fish For Greatness"

11 October 2023

30s

Tuna fish and coffee.

Jeff Low has never been a director to underestimate the value of a brilliantly delivered voiceover... so much so that he's been known to brilliantly deliver them himself. But there was no need for Low to step into the recording booth when comedian Tim Key was available, and the latter's perfectly weighted sardonicism could not have been bettered by the man who directed him (sorry, Jeff!)

The script read by Key, and the accompanying shots of a placid ocean initially appear to be highly portentous. But this proves to be merely a set up for the subtle but sharp parody that follows. Fair play to Princes for endorsing this approach... many brands would be put off by levity like this because they'd worry that it might undermine the advertising message. But Lucky Generals and Jeff Low know what they're doing and DAVID confidently predicts this ad will have a big impact on sales.

UK

Fish