Be among trailblazing marketing pros at Brandweek this September 23–26 in Phoenix, Arizona. Experience incredible networking, insightful sessions and a boost of inspiration at ADWEEK’s ultimate brand event. Register by May 13 to save 35%.
Rather than tapping an A-list celebrity to the message of its sister brands, Bass Pro Shops and Cabela’s opted for a humbler star for the company’s 2023 Super Bowl ad—a record-breaking Arctic Char, caught and released above the Arctic Circle.
The fish was landed by John Paul Morris on a 2019 trip with is father, Bass Pro Shops CEO and founder Johnny Morris.
The ad marks a return to the Big Game for the retailer after a year off in 2022.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in