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Fisherman's Friend breaks television campaign

Cough medication brand Fisherman's Friend has begun a new advertising campaign developed by Giants & Gentlemen of Toronto. The television campaign, called "Fish Stories," consists of one 30-second commercial and three 15-second executions, accompanied by six-second online ads. The creative features a fisherman telling unlikely stories about fishing. The campaign uses the tagline, "It works. That's the honest truth."

"We were tasked to lean into the brand heritage of the fisherman and his trawler, while being fun and engaging in order to connect with our target audience," said Alanna Nathanson, creative director of the agency. "I think we found a happy balance between brand equity and humour."

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