Is This How Fishing Will Look in the Future?

Surreal Spot for Fisherman's Friend Aims to Update the 'Fisherman' Part

Published On
Feb 18, 2016

Editor's Pick

In this surreal new spot for menthol cough candy brand Fisherman's Friend, we see a new kind of fisherman; one who flyboards above the ocean and dives into it in arcs like a dolphin. The spot features Lindsay McQueen, a champion flyboard athlete, as the unconventional fisherman. If you're wondering what this has to do with cough candy, keep watching for the reveal; it's all about keeping your lungs clear.

The campaign is aimed at modernizing the brand's image. The menthol lozenges were originally developed by a pharmacist in 1865 to relieve various respiratory problems suffered by fishermen working in the extreme conditions of the Northern deep-sea fishing grounds.

Walker Zurich created the ad, which will be shown across Europe, including Germany, France and Switzerland. Axel Laubscher directed it through Cobblestone Hamburg.


Feb 18, 2016
Agency :
Brand :
Fisherman's Friend
Client :
Fisherman's Friend
Creative Director :
Pius Walker
Client Team :
Chris Gibson
Client Team :
Michael Geiseler
Client Team :
J.Y. Cuendet
Client Team :
Philippe Bessire
Writer :
Roger Beckett
Director :
Axel Laubscher
Executive Producer :
Pieter Lony
Director, Photography :
Jo Eken Torp
Production Company :
Cobblestone Hamburg
Post Production Visual Effects :
Important Looking Pirates Stockholm
Visual Effects Supervisor :
Bobo Skipper
Sound Studio :
Wave Studios London
Composer :
Voya Anicic
Media Agency :

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Project Type