Fish & Chips

December 2006
 Fish & Chips
 Fish & Chips


The ad itself is only the right page in the newspaper showing an image of fish and chips.

Advertising Agency: Joe Public Advertising, Johannesburg, South Africa
Creative Director: Liezl-Mari Long
Art director: Lucas van Vuuren, Brendan Hoffmann
Copywriter: Hanlie Kriel, Jonathan Warncke
Photographer: Pete Maltbie
Retouching: Paul Hudson
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addyhoch10's picture

i like it! looks funny.. but is it a seafood restaurant or a fish & chips?
to me, seafood restaurant sounds like a rather upmarket place and fish & chips, well... never got it anyway how one could eat his f&c out of newspapers.

Activity Score 2592
Art Director
ming the merciless's picture

I think this kind of thing has been done a lot.

Also these days they tend to have some plain newsprint separating the food and the newspaper - the ink isn't good for you.

Good bye

ming the merciless
Activity Score 190
drizae's picture

Nice use of newspaper press, it's not often used these days.

Activity Score 503
Copywriter |

Fail Harder.

kc_brock's picture

looks kinda gross

Activity Score 703
Art Director |


Travis's picture

Real fish and chips, especially on the East coast of Canada, have always been served wrapped in paper, then newspaper for decoration and to absorb the grease.

This is a very effective ad for fish and chip lovers such as myself.

Activity Score 5
Art Director
Justin's picture

Great stuff.

Go publican's!

Activity Score 176
Art Director
justpassingby's picture

Ive been to Ocean Basket in South Africa and its alot classier than this ad, they actually serve the fish in a BASKET.

This would work better for a small fish & chip place that really serves the fish on a newspaper

Activity Score 1368
drunk dave's picture

Ocean basket classy? You must be from the East Rand. Nice ad though, captures that 'fresh fish straight to you' feeling.

drunk dave
Activity Score 1066
Copywriter at Publicis South Africa
desailly's picture

I think this ad would only work for restaurants that specialise in halibut and bream. You see, your average bream eater nearly always reads newspapers while considering food, whereas a cod- or haddock-lover - 90% of the time - indulges in a novel or biography whilst making a food-related decision.

I mean, Jesus. Some of you people are the most pedantic whiners I've ever heard in my life. Fish and chips. Wrapped in newspaper. It's a frigging cultural icon.

Activity Score 470
justpassingby's picture

i said alot classier than this ad. Read.

Activity Score 1368
2workitt's picture

Very cool ad, some of the best f&c I've had in a newspaper... brings back cool memories. Well done.

Activity Score 44
Creative Director
Desi's picture

Have seen better ad for McDonalds were they made the new col. look like fries.
Also it is amazing that a fish and chips joint can afford a full page ad :)

Activity Score 1042
Capitalist's picture

I dig it!!! Fabulously done, awesome use of grabbed my attention.

Activity Score 132
Copywriter |

No idea's too bad...

thecharles's picture

I like this. Good job Joe Public.

Activity Score 104
Graphic Designer
the_ashlands's picture


Activity Score 1394
Graphic Designer |

Vibe's picture

Pretty cool!

Activity Score 230
Art Director
cameron1983's picture

Really like this ad, it has great consumer insight - so it might not have the right feel for Ocean Basket - but the insight is so strong that it can take that liberty. And the fact that they didn't but both pages works in the favour of both the concept and saving the company money -a win win situation don't you think!

Activity Score 9
Art Director
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