Gone fishing

Apparently, I'm a stalker.

I've been spending the better part of my nights online. My mission: track down the award-winning Copywriters and Art Directors responsible for creating my favorite ads in the 2004 CommArts Advertising annual and learn.

Learn what though?

Anything really. Ten things, one thing. About them, about their ads, I don't know. On weeknights it's either this or watch the Golden Girls. I figure if I'm really disciplined, I can swing both.

Tom Camp and Jason Smith did some really great work for Harley-Davidson while at Carmichael Lynch in Minneapolis. The tagline for their award winning campaign is, "It's time to ride". The ads ran in 2004 and are just awesome. When I find them online, I'll post them to get your thoughts.

Tom and Jason started their own agency, Pocket Hercules, and after perusing their work, I was hooked. I am now a fan. If you want to see some more of their stuff, check out http://pockethercules.com/

The ad below is for Rapala. Rapala is a longtime maker of fishing lures. The movement of the lure is designed to mimick that of a wounded minnow because in the 1930's a Finnish fisherman observed that large fish would consistently attack the smaller wounded fish.





Simplicity.

Tom and Jason dialed in on what makes Rapala great (their lures catch fish) and they conveyed that in a way that is clever yet clear. Being from Brooklyn, a diehard fisherman I am not, and even I get this ad instantly. I just love this line, what do you (yes, you!) think?


As an aside, I consider my self to be somewhat of an outdoorsman but I've never had any real luck with fishing. I've had some success on camping trips but if I'm being honest, I should tell you that the fish I catch are much closer to the size of a Rapala lure than the fish they're designed to attract.

Over the years, I've heard a lot of fishing stories. They always involve huge battles and bigger fish; they're exaggerated and exciting, in a 'if you like flannel, you'll love this' kind of way. Despite my limited experience, I actually have a tale of my own.


I went fishing for the first time as cub scout in Sheepshead Bay, Brooklyn. We went after school and as we threw our lines in the water, we saw party boats drift out to catch the big fish. I remember being confident, (or was it ignorant) as we began the waiting game.

I really didn't have the slightest idea how to fish (couldn't tie a knot, bait a hook, cast my line) but I had a feeling that this was something all adventerous boys just knew how to do.

But after a few hours of watching my friends reel in all the fish, I started to second guess my innate abilities. My frustration must have been obvious because a chubby old man motioned for me to talk to him. Great, all my friends are landing fish and I'm attracting strange old men.

I don't remember much about the man, except his advice. Here it is:

Hey kid, you don't look happy and you're not talking. The fish will only come if you talk to them, so say, "Hey fishy-fishy".

Hey fishy-fishy? I walked away completely disappointed. Was that really the sage advice my old fisherman friend had for me? I can't believe I walked 20 feet for this.

Another hour passed. 60 minutes full of everyone catching pretty much everything under the sea. One of the dad's even caught a small sand shark. Our trip was coming to an end and I was desperate.

Hey fishy-fishy. Nothing.

Hey fishy-fishy, don't you like pork fat? I've got some here for you. Hey fishy-fi...wait a second, was that a nibble? I couldn't believe it. It was!

Next thing you know, everyone is crowded around me, they could tell I had my hands full. There I am in the middle of it all screaming, "HEY FISHY-FISHY" as I fought to reel my prize in.

My friends were confused, I sounded ridiculous, but I didn't care. I spoke to the fish and they really came! It was really dark at this point, but my fish was now out of the water and I was bringing her home.

Closer and closer, I could almost see it now...I wanted it so bad. The line was finally short enough so I jerked the pole towards me

And got hit smack in the face, by an eel.

I screamed! Dropped my pole, ran to the fringe of the circle around me and watched in horror as my catch wriggled violently in it's search for water. One of the Scoutmasters eventually helped me to unhook and then toss her back into the sea.

That night, people caught bigger fish, lots of fish but I had the most memorable catch. It was my very first fish / eel and it's a memory I will always treasure.


Want to create memorable ads / hook big fish? Keep it simple and talk (network? I'm stretching I know).

joeyz101

http://twitter.com/joeyz101