Johnnie Walker Fish

Johnnie Walker’s tag line, “Keep Walking”, was given an evolutionary twist in the 2003 classic TV advert, “Fish”. The television commercial showed a shoal of dolphin-like beings moving from shoal to free swimming mode, before arriving on land.

Johnnie Walker Man Fish

The spot begins with what appears to be a shoal of small fish. It becomes apparent that these are in fact people, who can swim like dolphins, frolicking in the waves and diving through the depths. The Fish spot was filmed off the coast of South Australia, with professional divers swimming with ropes tied around their waists, yanked out of the water by rigs and pulleys on boats.

Click on the image below to play the video.


Johnnie Walker Fish was developed at Bartle Bogle Hegarty London by creative director Mark Hunter, copywriter Clive Pickering, art director Neil Dawson, agency producer Amy Sugden.

Filming was shot by director Daniel Kleinman via Spectre (now Rattling Stick), with director of photography Ivan Bird and producer Johnnie Frankel.

Editor was Steve Gandolfi at Cut and Run.

Special effects were designed at Framestore, London, by a team including VFX supervisors/lead Inferno artists William Bartlett and Murray Butler, animation supervisor Andrew Daffy, 2D Matte artists Stephanie Mills, Sophia Tufail and Bruce Nelson, modeller Howard Sly, character designers Rachel Ward, Felix Balbas, animators Craig Bardsley, Brendan Body, Rosie Ashworth, Gwilym Morris, Kate Hood, shoaling artist Andrew Chapman, technical directors Jake Mengers and Simon Stoney, research and development team Alex Parkinson and Tim Aidley, colorist Dave Ludlam, and producer Helen MacKenzie.

Original music, composed especially for the ad, is Roha – Kenyatta And Nightingale / House Of Mischief by Simon Russell.


Fish won a Gold Film Lion at Cannes 2003, a Gold for Post/SFX at Kinsale Shark Awards Advertising Festival 2003, a silver for Best Special Effects at the Advertising Creative Circle Awards 2004, and a silver award at the British Television Advertising Awards (BTAA), 2004.