AGENCY: Carmichael Lynch, Minneapolis
EXECUTIVE CREATIVE DIRECTOR: Jack Supple
COPYWRITER: Jack Supple
CREATIVE DIRECTOR: Frank Haggerty
ART DIRECTOR: Frank Haggerty
CLIENT: Normark Corp., Minneapolis
One of the challenges in marketing fishing lures, or any other fishing product, is to break out of the sameness that pervades the typical weekend lineup of shows with pros in khaki sleeveless jackets talking technique. Carmichael lynch/Minneapolis created a new spot for Normark Corp.'s Rapala line of fishing lures that breaks through the environment and should capture the attention of true fishing afficionados.
'Most advertisers get a pro, like Babe Winkelman, to stand up and say they love the product and they catch fish this big,' said CL account supervisor Tom Mackin.
The spot, titled 'Minnows,' uses the TV screen to create an aquarium-like scene teeming with tiny fish. copy offers a word of advice to the fish - 'Whatever you do, never imitate a Rapala.' As a fish takes off after the Rapala lure, the spot ends with 'Uh-oh.'
The spot breaks in January 1994, about the same time all of those fishing series start airing their new shows.
Copyright Adweek L.P. (1993)