Smith Optic's Chroma Pop sunglasses are apparently the brand that eight out of ten fishermen reach for to ensure top performance in their sport. But what about the other two?
That's what agency Ming Utility and Entertainment Group sets out to explain in an absurd web series, "Fishing Without Chroma Pop." The films, directed by Ming Co-Founder Linus Karlsson and Mssng Peces' Josh Nussbaum, chronicles how an odd pair of fishing buddies, Frank and Marty, happen to succeed at catching big ones without the help of the brand's sophisticated polarized lenses. Among their techniques -- electrocuting entire bodies of water with microwaves and toasters and constructing giant periscopes with duct tape.
Through Frank and Marty's antics, the films set out to counter every one of Chroma Pop's product benefit claims -- while also giving us a peek into the pair's other pasttimes, like cooking "seafood" and enjoying fire dancers.
Set in backwoods environs and full of offbeat humor, the campaign seems to give a nod (albeit less creepy one) to the celebrated MTV "Jukka Brothers," which Mr. Karlsson had created with former partner Paul Malmstrom while the pair were at Fallon, Minneapolis -- a campaign known for helping to introduce off-kilter Swedish humor to U.S. advertising. Ming attributes the Chroma Pop's quirkiness not just to Mr. Karlsson, but fellow Swede Rasmus Keger, the creative director on the campaign.
The effort marks Mr. Karlsson's return to the director's chair after a 15-year hiatus. Mr. Karlsson previously had gone behind the camera for campaigns for Moet Hennessy's 10 Cane Rum and Coke's Full Throttle.
The films live on YouTube and on the site FrankandMarty.com. The campaign includes social elements extending across Facebook, Instagram, Twitter and Yelp and will tap Smith-affiliated athletes and influencers to help get word out about Frank and Marty.