Baby we were born to fish
August 11 2010, 12:55 pm | | 48 Comments
In New Zealand, everyone fishes. And they start young. A new postercampaign for Okuma via Barnes Catmur & Friends, Auckland.
Client: Okuma
Agency: Barnes, Catmur and Friends
Executive Creative Director: Paul Catmur, Daniel Barnes
Creatives: Carlos Savage, Matt Weavers, Jesse Stevens
Photographer: Mat Baker
Retoucher: Karl Baker
Head of Art: Crispin Schuberth
Art Director: Brad Stratton
Account Manager: Mike Wilson
Client: Adam Johanson
48 Comments
I like this.
this has sooo been done
http://2.bp.blogspot.com/_eEc2iVkGA5U/SwrRia2IwfI/AAAAAAAAAW4/YLIXQktdMgI/s1600/hair+boy.jpg
Is that you Ashwin?
It’s just one of those ads I feel like I’ve seen a million times even though I probably haven’t.
The only thing i like about this is that the one in the blue beanie could be cliff from cheers.
Not grumpy enough to be Ashwin 🙂
Scampi
wtf is okuma?
Here they are without the logos on some random Russian website. Strange.
http://www.etoday.ru/2010/06/reklamnij-fotograf-mat-baker.php
Mat, you fucking legend.
Doesn’t made sense to me as a consumer (what is Okuma??) although nice art.
I like these too. Made me laugh. Just not sure what Okuma is.
Another high profile quality campaign for a real client.
First the domestic violence tosh, now this. And couldn’t they think of 3 executions that didn’t border on the identical? Hook baited.
Hi guys.
Thanks for the feedback, glad some of you like it.
If babies made to look like fishermen has been done before, please send us a link.
Stay angry,
cheers.
yes that is me (the little boy in the link). i also played the lead role in slumdog millionaire.
i like the ads though. good stuff carlos, matt and jesse. could be some sweet radio in there too.
chur
FUCK OFF CARLOS!
if you dont already know what Okuma is the ads are not for you.
They are brand reinforcement and reminding, rather than increasing brand awareness.
Most real New Zealand men who drink proper beer and fish will know Okuma….fucking adwanks
It so makes sense that you guys don’t know what Okuma is. Ad wankers.
Quite funny.
Why not write three different headlines that take the whole thing forward.
If you see one ad it is funny. If you see a second ad it is nothing new.
Still you can fuck around thinking about this shit to much. At the end of the day the kids a cute, i am a dad and i would laugh.
And i am off fishing!!!
Mat Baker is amazing! These are so cool!
Oh well. At least people will go rushing to google to find out what the hell okuma is.
The lauding of these ads just shows how many juniors trawl the blog.
I fish. I know Okuma. These look great. Made me smile
I want to have Matt Baker’s babies (all 3 of them)
arse – retro fitted to something the boss is into bollocks.
http://www.youtube.com/watch?v=Z13nyEOry5w&NR=1
I can’t recall babies as fishermen but there was an example for Harley Davidson with a kid and sleeveless leather jacket, bandanna etc. Plenty of Tv ads with kids acting as adults – Placemakers. But kids as fishermen, no.
9pm I reckon you’d be good at that 6 degrees of separation game…
Bit easy.
Walster you are a knob! These are the ‘bollocks’!
Hahah, look like all the ad jr’s (and a couple of retarded sr peeps) have a bit to much time on there hands. Great work guys. Love how people said its been done but no one has provided any links.
Nobody said it’s been done. One person joked about it. Another said it seems like the kind of thing that has been done. Which it is. Giving children adult attributes is nothing new. I’d say these are amusing images rather than good ads. Some people might say that amusing images are good ads.
Babies as grown ups have been done countless times. It’s only fresh when there’s a nice little twist to it like this ad. http://theawesometimes.com/?p=420 sadly the Okuma ones don’t get there although it’s very nice artwork.
11.07 This is a really lame comparison! Where is your brain? Go back to being a knob..
Yes, that’s much better…
11:36 – 11.07 here. It’s not a lame comparison. The fact that you can’t defend your ads off the back of this point and instead just hurl abuse goes to show you that it’s a valid point.
Lame. Art direction woeful. Retouching clumsy. Not going to trouble the award juries which is a bit sad really considering that’s obviously what it was designed to do. Got any ‘reel’ clients boys? Sorry about that pun.
‘It’s just one of those ads I feel like I’ve seen a million times even though I probably haven’t.’
De-ja-vu is a phenomenon that Freud described as the Uncanny. A sense of recognition in something new, or difference in something well recognised. Any idea that taps into this has a massive head start as people automatically give it a double-take to try & understand what they’re seeing & that’s your chance to get people to remember the brand being advertised. Perhaps one they know, perhaps one they’ve never heard of – but one they will be more likely to remember afterwards.
Don’t forget people – our job is to get our clients’ names remembered – not necessarily have ours elevated to immortal glory.
Cool. Kid smoking.
abe – no one is going to remember okuma.
abe – does that mean we should all stick to super heroes and fairy tales.
super heroes & fairy tales are two kinds of timeless narrative for sure. But it really depends on the brand as to which is going to work best. Check out any of the writing on Jungian brand archetypes & you’ll find ideas for which fits best – the hero or sage & the innocent or outlaw are a couple that fit those narratives.
These ads don’t really have an overt narrative to them. Brand narratives are earned though deeds over time – maybe Okuma has one in Japan? Who knows?. These seem to be surreal visual metaphors that say say ‘if you’re born to fish you’ll use Okuma’. I’m guessing Penn Reels would be the Hero brand if you’re into fishing.
A little bt easy? What the blinkin flip is wrong with an idea that easly fits product? These ads a great, one of them has singlet marks and another has a pipe. And beards, heehee. Cant not spend some time looking at them.
bit quiet up there Abe?
I think they’re great, very different to the normal stuff in Fishing mags etc… Don’t be so bloody negative everyone and do some decent stuff yourself.
lol @ Sammo
Jayden in the beanie is my great-grandson. So notwithstanding the Russian website I can assure the conspiracy theorists that these are genuine Photoshopped Kiwi kids.
🙂