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By Audrey Kemp | LA reporter

October 9, 2023 | 3 min read

Viewers revel in Princes tuna’s majesty as Claude Debussy’s Claire de Lune plays and ocean waters sparkle ... until Key talks about popping the tuna “on top of a spud.”

Over the weekend, Princes, one of Europe’s largest food and drink suppliers, launched a surprisingly enchanting ad campaign for its canned tuna: ‘Fish for Greatness.’

The 30-second TV commercial opens on a breathtaking expanse of the ocean as Debussy’s Claire de Lune plays in the background. The dazzling scene, however, does not last long.

Then, like Lady of the Lake, a human hand emerges from the ocean’s surface, but instead of holding Excalibur it grasps a tin of Princes tuna. A very conversational voice-over from poet and comedian Tim Key then comes in, in which Key deems Princes Tuna “as natural as the sea” and “from the deepest oceans” but also “sometimes eaten out of a tin” and popped “on top of a spud.”

“At Princes, we always fish for greatness. We are on a mission to tell Tuna lovers how natural and sustainable Princes Tuna is,” said Jeremy Gibson, marketing director at Princes Group. “The new platform and campaign embody just that. Lucky Generals bringing Tim Key and Jeff Low on board brought a lightness, modernity and humor to the campaign that works perfectly.”

The fresh brand platform and campaign mark the debut work Lucky Generals has done for Princes, while the spot was directed by Biscuit Films’ multi-award-winning director Jeff Low.

Danny Hunt, creative director at Lucky Generals, added: “Fish for greatness is a big idea that allows us to talk about all the amazing qualities of Princes Tuna while not forgetting what it is. Fish in a can that tastes good in butties and stuff.”

The campaign also includes multiple outdoor and social executions, including digital out-of-home work that echoes the messaging of the spot.


Creative agency: Lucky Generals

Media agency: Wavemaker

Production company: Biscuit Filmworks UK

Editorial: Shift Post

Post production: ETC

Audio production: GCRS

Interested in seeing more creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

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