Bass Pro Shops and Cabela's Bring a Super-Sized Fish to the Big Game

The spot stars a record-breaking Arctic Char, caught and released by the founder's son

Leaders from Glossier, Shopify, Mastercard and more will take the stage at Brandweek to share what strategies set them apart and how they incorporate the most valued emerging trends. Register to join us this September 23–26 in Phoenix, Arizona.

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.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in