Sealord's Unapologetic Pong

New Zealand seafood brand Sealord is addressing the smell in the room when it comes to eating fish with this charming and funny spot, created by Motion Sickness and directed by Damien Shatford through The Sweetshop. 

Titled We Love Fish, the campaign is built around a phenomenon Sealord has diagnosed as "fishame" – the irrational guilt of the fish lover: that it's too smelly for the office, too messy for the kitchen, and that eating frozen fish is somehow cheating. 

The witty film follows a weathered Skipper as he tracks down ‘fishame’ in the wild, encouraging secret seafood eaters - from a man pocketing his tin of tuna on the bus, to an office worker consuming her reheated fish in the crawl space - to enjoy their offensive feasts loudly and proudly.