[LISTEN] Why is the eyebrow sad it’s not a mouth? Liquor brand gets creative


Pepe Marais (Chief Creative Officer, Joe Public United) chooses the Flying Fish campaign as his advertising hero on The Money Show.

Every week, The Money Show’s Bruce Whitfield asks branding experts to share their advertising “heroes” and “zeros.”

Pepe Marais (Group Chief Creative Officer at Joe Public) chose the Flying Fish radio campaign as the winner this week.

The ads feature the heartbroken voices of an eyebrow, an ear, and a nose explaining why they’re sad, and sad in particular because they’re not a mouth.

And this, of course, because they are denied the pleasure of tasting a “crispy and refreshing flying fish”!

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For Marais, the biggest conversation around the Flying Fish campaign is the promotion of creativity in advertising, both by clients and agencies.

RELATED: WATCH ‘Soft life guru’ promotes Flying Fish hard seltzer

South African Breweries (SAB), for its part, does this, he says.

AB InBev – which owns SAB South Africa – was in fact voted Creative Marketer of the Year by Cannes, the advertising world championships. I know for a fact that they have also seen massive gains on their bottom line due to this shift towards creativity…

Pepe Marais, Creative Director – Joe Public United

The Flying Fish radio advertisements draw the listener into Whitfield’s narrative commentary, only revealing their connection to alcohol at the very end (with the warning from the Advertising Regulatory Council).

The beauty of radio is exactly that – the theater of the mind, says Marais.

….through voice selection, smart writing…sound effects, you can create this beautiful theater of the mind. As a result, we can give an eyebrow a personality to say “I would like to be a mouth because then I could taste this magnificent flying fish”.

Pepe Marais, Creative Director – Joe Public United

In the end, it comes right down to the fact that they all want to be a mouth that can enjoy the given drink, and they conclude with “not selling to under 18s” unless you are, of course, a nose …

Pepe Marais, Creative Director – Joe Public United

She uses much-needed humor, she’s relevant, she sticks 100% with the positioning of the brand and, once again, she’s driven by a client who wants creativity…so I’d like to see this brand continue to grow as it has been.

Pepe Marais, Creative Director – Joe Public United

Listen to Marais’ publicity reviews of Heroes and Zeros (Flying Fish talk starting at 4:43):

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