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.,