After the success of the 2011 TV ads on John West brand perception and sales, 2012 saw the release of a third 'discover the story...' TV execution. In this third execution 'Blackout' we see the return of the same old weathered fisherman as he shares with us another funny story aboard a trawler, whilst also inviting us to go online to discover the story behind our can.
What makes these ads so brilliant is their easy-to-understand and accessible humour, as well as the depth of their messaging. They help John West establish a position of brand leader as they raise a hand for fish sustainability and overall responsibility in light of questioning and criticism.
The 2011 TV ads 'Lucky Pete' and 'Dimitri's Combover' achieved great success within the advertising circles as well, being nominated as finalists in the 2012 Cannes Awards.
As we move towards 2013 there's a big question to be asked of John West, will they continue their sustainability messaging and to build the brand, or will it be time for a fresh change? Whatever they decide to do let's hope it resonates with the same sense of responsibility and brilliantly humorous insight as these.
You can view all three executions on the
John West YouTube channel.
