McRae Gives Humminbird the Fish’s Point of View

McRae Communications gives anglers an underwater perspective in its first television commercial for Humminbird’s Legend fish finder.

The 30-second spot was shot by Pete Romano, whose list of credits for underwater camera direction includes collaborations with Steven Spielberg on Saving Private Ryan and James Cameron on The Abyss and Titanic.

“We checked out the competition and found that everyone else is doing fairly heavy retail-oriented stuff,” said Stephen Jones, creative director at the Fayetteville, Ga., agency. “The fish’s point of view is pretty scary.”

Filmed in Orlando, Fla., the spot opens with the quiet plunk of a lure, followed by whirling waters and a bill-capped angler’s struggle with a fish. An ominous soundtrack complements the action.

The ad closes with a shot of the Legend, Humminbird’s high-end electronic fish finder, and a voiceover detailing message points and the closing line, “Some might consider it an unfair advantage.”

“Caught” debuts this week on Fox, ESPN, TNN and the Outdoor Life channel. According to Rick Nelson, client director of global marketing, the spot will run on fishing shows hosted by Jimmy Houston, O’Neil Williams and Bob Izumi.

Print advertising will appear in Field & Stream, Outdoor Life and other publications.

“This product is for serious anglers,” said Nelson. “To sell [the Legend], we must be on with an explanation of how it works. In this case we wanted something that would stand out from all otherfish finders and commercials.”

The work is McRae’s second effort for Humminbird. The agency, which acquired the account last year, has developed a print campaign for the client’s low-end Piranha device.

The shop will support additional new-product rollouts scheduled for later this year.

Humminbird, a unit of Techsonic Industries in Eufaula, Ala., markets three brands of fish finders: Piranha, Humminbird and Legend.

“Our goal is to create a tagline for the brand and have it work for all the products,” said Jones.