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Fisherman's Friend “Shark” 2019

Fisherman's Friend “Shark” (2019) is a Fisherman's Friend commercial directed by Mike Maguire for Giants & Gentlemen, produced by Suneeva. It won one award: Epica 2019 Bronze Prescription and OTC Products.

A fisherman recounts a tall tale about catching a shark with a cough, who then spits out his long-lost brother, also with a cough, leading to a Fisherman's Friend exchange.

Video: Fisherman's Friend USA on YouTube

Shot by shot

  1. An old fisherman in orange waders stands on a boat deck, looking at the camera, as a large shark with an open mouth emerges from the water behind him under a cloudy sky.© Fisherman's Friend0:00
  2. A large, menacing great white shark with its mouth open, revealing rows of sharp teeth, emerges from the water under a cloudy sky.© Fisherman's Friend0:02
  3. A grizzled old fisherman with white hair and a beard, wearing a white shirt and orange overalls, looks directly at the camera with a surprised expression, standing in front of a stormy sea and sky.© Fisherman's Friend0:03
  4. An old fisherman in orange waders bends over on a boat, looking at a giant shark with its mouth open, on a cloudy day.© Fisherman's Friend0:05
  5. A fisherman in a white shirt and orange gloves is seen in a blur as he falls on the deck of a fishing boat, with ropes and a stormy sea in the background.© Fisherman's Friend0:06
  6. A grizzled old fisherman with a white beard and red overalls looks directly at the camera with a surprised expression, against a stormy sea and sky.© Fisherman's Friend0:07
  7. Two hands, one on each side of the frame, meet in the middle to exchange a pack of Fisherman's Friend lozenges against a cloudy sky.© Fisherman's Friend0:08
  8. Two fishermen on a boat, one standing and one lying down, with a giant shark head behind them under a cloudy sky.© Fisherman's Friend0:10
  9. A pack of Fisherman's Friend Cherry lozenges sits on a weathered wooden post with fishing net, against a grey sky and ocean, with text overlay.© Fisherman's Friend0:11

Stills © Fisherman's Friend. Made by Giants & Gentlemen, Suneeva and Mike Maguire.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Exaggerated tall tale about a shark, a lost brother, and a cough remedy.

Tagline: “Legendary Strength Since 1865”

tall taleunexpected revealdeadpan deliveryabsurd situationproduct as solution

The cut

Length
15 s
Shots
9
Average shot
1.7 s

What creatives use Fisherman's Friend “Shark” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Fisherman's Friend “Shark”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    An old fisherman in orange waders stands on a boat deck, looking at the camera, as a large shark with an open mouth emerges from the water behind him under a cloudy sky.© Fisherman's FriendA large, menacing great white shark with its mouth open, revealing rows of sharp teeth, emerges from the water under a cloudy sky.© Fisherman's FriendA grizzled old fisherman with white hair and a beard, wearing a white shirt and orange overalls, looks directly at the camera with a surprised expression, standing in front of a stormy sea and sky.© Fisherman's FriendAn old fisherman in orange waders bends over on a boat, looking at a giant shark with its mouth open, on a cloudy day.© Fisherman's Friend
    Frames from Fisherman's Friend “Shark”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Fisherman's Friend “Shark” in order, with its length, framing and what happens in it.

    An old fisherman in orange waders stands on a boat deck, looking at the camera, as a large shark with an open mouth emerges from the water behind him under a cloudy sky.© Fisherman's FriendA large, menacing great white shark with its mouth open, revealing rows of sharp teeth, emerges from the water under a cloudy sky.© Fisherman's FriendA grizzled old fisherman with white hair and a beard, wearing a white shirt and orange overalls, looks directly at the camera with a surprised expression, standing in front of a stormy sea and sky.© Fisherman's FriendAn old fisherman in orange waders bends over on a boat, looking at a giant shark with its mouth open, on a cloudy day.© Fisherman's FriendA fisherman in a white shirt and orange gloves is seen in a blur as he falls on the deck of a fishing boat, with ropes and a stormy sea in the background.© Fisherman's FriendA grizzled old fisherman with a white beard and red overalls looks directly at the camera with a surprised expression, against a stormy sea and sky.© Fisherman's Friend
    Length: 15 s · Shots: 9 · Average shot: 1.7 s

  3. 03Ad ideas: every spot built on a tall tale

    Before you present an idea, you need to know who has done it, and how.

    Fisherman's Friend “Shark” is built on a tall tale. Search the library by idea to see every spot that uses it.

    LADBROKES “Shark”© LADBROKESFurphy “The Rookie”© FurphyOld Blood Gin “Old Blood Gin”© Old Blood Gin
    LADBROKES · Furphy · Old Blood Gin

More commercials by Mike Maguire

  • McDonald's "We Hear You" (2016) commercial still© McDonald'sMcDonald's “We Hear You” 2016Dir. Mike Maguire · Leo BurnettEpica Gold 2016
  • Fox Sports Net "New York" (2001) commercial still© Fox Sports NetFox Sports Net “New York” 2001Dir. Mike Maguire · Cliff Freeman & PartnersD&AD Graphite Pencil 2001
  • Fisherman's Friend "Clownfish" (2019) commercial still© Fisherman's FriendFisherman's Friend “Clownfish” 2019Dir. Mike MaguireEpica Bronze 2019
  • GCI "Launch" (2024) commercial still© GCIGCI “Launch” 2024Dir. Mike Maguire · Cossette
  • Thortful "Dolphin" (2024) commercial still© ThortfulThortful “Dolphin” 2024Dir. Mike Maguire · Isobel
  • Amazon Prime "Visa - Marathon" (2023) commercial still© Amazon PrimeAmazon Prime “Visa - Marathon” 2023Dir. Mike Maguire

Award-winning health & pharma commercials

  • Novartis "Relax Your Tight End" (2026) commercial still© NovartisNovartis “Relax Your Tight End” 2026Dir. Eric Wareheim · FallonClio Awards Grand Prix 2026
  • Psp "Birds Never Forget To Fly" (2025) commercial still© PspPsp “Birds Never Forget To Fly” 2025Dir. Giorgi Okmelashvili · PlaymakersADC Europe Grand Prix 2025
  • Viatris "Make Love Last" (2025) commercial still© ViatrisViatris “Make Love Last” 2025OgilvyClio Awards Grand Prix 2025
  • Biogen "Friedreich and I" (2026) commercial still© BiogenBiogen “Friedreich and I” 2026Dir. Pablo Arreba · VML Health SpainADC Awards Gold 2026
  • Kaiser Permanente "Moving All To One" (2026) commercial still© Kaiser PermanenteKaiser Permanente “Moving All To One” 2026Dir. The Sacred Egg · Droga5shots Awards Gold 2026
  • Healthline "For All I Know" (2026) commercial still© HealthlineHealthline “For All I Know” 2026Dir. Sam SabawiiWebby Awards 2026

Questions

Who directed the Fisherman's Friend “Shark” commercial?

Mike Maguire directed it, produced by Suneeva, for the agency Giants & Gentlemen.

Which agency made Fisherman's Friend “Shark”?

Giants & Gentlemen created it for Fisherman's Friend (2019).

What awards did Fisherman's Friend “Shark” win?

1 awards, including Epica 2019 Bronze Prescription and OTC Products.

What is the tagline of Fisherman's Friend “Shark”?

“Legendary Strength Since 1865”

Sources for the credits and awards

winners.epica-awards.com