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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.
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