US Creative Work of the Week: Gorton’s Fisherman tries to navigate life on land in brand’s latest ads

Connelly Partners recently helped Gorton's Seafood reintroduce their iconic fisherman mascot

Boston-based Connelly Partners was recently tasked with helping Gorton’s Seafood reintroduce and modernize its 42-year-old fisherman mascot, and the result is a humorous series of videos that feature Gorton’s Fisherman trying to make sense of life on land after spending years at sea.

In the ads, Gorton’s Fisherman partakes in many “land” activities, like working out at the gym, going to a football game and having a drink at the bar, but his penchant for all things sea makes him stick out like a sore thumb. For example, in 'Coach', he tries to emulate the famous Gatorade dunk at a football game by dumping a cooler filled with fish and ice on the winning coach's head, much to the coach’s chagrin.

The videos are running under the tagline #TrustGortons, a reference to the frozen seafood brand’s longtime “Trust the Gorton’s Fisherman” jingle. The videos serve to remind people that while the fisherman might not be up to speed on pop culture and the latest trends, he can always be trusted with seafood.

The videos, which were directed by Saturday Night Live director Mike Bernstein, will run with paid support on Facebook, Instagram and Twitter throughout the year.

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Minda Smiley

Minda Smiley is a senior reporter at The Drum covering brands. During her time at The Drum, she has covered industry events including SXSW, ANA Masters of Marketing, 4A’s Transformation and C2 Montréal. She is a graduate of the City University of New York’s Graduate School of Journalism.

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