"Fish"

27 May 2025

40s

Straight from the source.

How far would you go for fresh fish? That’s the premise of this super piece of work for Morrisons, or Yellow Supermarket as DAVID likes to call it. Directed by Nick Ball, it might be the loudest commercial the brand has ever released, with rain and wind turned up to eleven. Fishermen expect this kind of weather—they do not expect customers to appear on deck.

Yes, conditions are what train operators would call "inclement", but all the protagonist cares about is two pieces of fish small enough to fit in her trolley, but big enough to feed a boatload of guests. She's got lemons already (a lovely way to add more colour to the idea), now she needs the fisherman to get that gobsmacked look off his face and hand over the goods.

Thirty seconds is a long time for a dinner party host to be ravaged by the elements, however, so Ball and editor Leo King transport her to the fish counter at her local Morrisons. Damp but upbeat, she gets what she needs while the brand pays light-hearted tribute to those who work at the source. A swing and a fish for the brand as far as DAVID's concerned.

UK

Supermarkets