Agency Network: 
June 2008

Film advertisment created by JWT, United Kingdom for John West, within the category: Food.

Advertising Agency: CheethamBellJWT, Manchester, UK
Creative Director: Andy Cheetham
Art Director: James Ashworth
Copywriter: Andrew Dobbie
Director: Gemma Burditt

Comments (23)

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thirty6chambers's picture
Activity Score 1464

a truck would have been faster...

Mezooo's picture
Activity Score 174

that's one great piece of ad!

i really like the song + the stop motion video which also deliveres the benefit of the product.

awesome work

consolidated.db's picture
Activity Score 545


Crisp One's picture
Crisp One
Activity Score 2005

e'ffing awsome ****

although I'm tired of seeing that video frame rate effect everywhere now, almost as annoying as when Toyota was doing that shakey camera thingy a while back.

monotone's picture
Activity Score 301

Right, the frame rate effect. It's everywhere these days and it's getting in my nerves too.

Garlickbread's picture
Activity Score 6

If you had continued to read on, you'd have noticed that the "frame rate effect" that gets on your nerves isn't an effect at all. This entire ad was shot on Digital SLR and pieced together. Clever Stuff.

Crisp One's picture
Crisp One
Activity Score 2005

what ever its called, its over done... how about we call it, "That Overdone SLR effect"

Alistair C.'s picture
Alistair C.
Activity Score 692

i like the idea and the execution. the music is very emotional.

it's a pity that the fisherman works so hard to deliver fresh fish and people at tesco keep it frozen for a while :P maybe they should do a joint promotion with the Amigo character... fresh fish and fresh coffee in the morning :))
excuse me, i had to say this.
but i like this ad.

djakuza's picture
Activity Score 517

does anyone know the song? :)
really nice ad, love that stop motion effect.

durrty's picture
Activity Score 6

Song is "Dragonfly" by M. Craft.

Garlickbread's picture
Activity Score 6

In reply to a few of the comments above:

The ad isn't using a video frame rate effect, it was actually shot on Digital SLR as still images. The boat was picked up and moved two feet between every frame. Then edited together at 25 frames per second.

The music is 'Dragonfly' by a band called M.Craft

kurtberengeiger's picture
Activity Score 7318

Nice classic advert.

PeteRowden's picture
Activity Score 11

Oh dear. Oh dear oh dear. Is this 'creative' or plain old-fashioned theft?

Garlickbread's picture
Activity Score 6

The Director of the advert is Gemma Burditt.
The Director of the music video is the same Gemma Burditt.
You decide if it's 'theft' or not...?

Don Rapper's picture
Don Rapper
Activity Score 223

its very good! the song is excellent, and the direction too.

Bring Out Your Dead's picture
Bring Out Your Dead
Activity Score 64

‘Amateurs borrow, professionals steal.’

kergu's picture
Activity Score 6795

Excellent complementation! nice work.

sparky's picture
Activity Score 454

love it. really nice direction..

RM's picture
Activity Score 419

Lovely spot. I've always liked John West commercials. This one almost makes you think that the tuna is handmade - a nice approach. Great stuff guys

Tapper's picture
Activity Score 490

Its a bit of a blatant steel though, could have moved it along

Strip. Strip. Strip.

annie_us's picture
Activity Score 90

I like the idea and the execution. the music is very emotional.


AERC's picture
Activity Score 61

Great production...but not a great idea.

Wordnerd's picture
Activity Score 6692

Beautiful ad. works for sure