A Chorus of 'Big Mouth Billy Basses' Reveals Not All Fish Are Free

LOLA MullenLowe has teamed up with LEAP to unveil their latest project, 'Take The Leap.' This campaign delves into the hidden truths lurking within our daily lives, specifically shedding light on the origin of the fish we consume regularly - a reality that may surprise many.

In 'Take The Leap,' a crew of top-secret fishy agents is infiltrating households to unveil a jaw-dropping secret: your everyday fish might not be the swashbuckling sea hero you thought. It could be more of a couch potato than a fish in the open waters. To make this revelation pop like a catfish in a pond, they've recruited none other than 'Billy Bass' - that singing sensation fish that's already got a crib in your living room.

But wait, there's more! They've also enlisted the most unexpected choir in history - a chorus of 'Big Mouth Billy Basses.' These underwater crooners will splash your senses and leave you singing a different tuna tune.

'Take The Leap' takes viewers on a musical journey featuring a charming ensemble of Billy Bass fish on the wall and their companions, harmonising to underscore the importance of choosing fish that roam freely. This campaign is an eye-opener for those who unknowingly consume farm-raised fish, raising awareness that a substantial portion of our fish is not wild-caught. As our aquatic-plastic friend reminds us, it's time for a moment of reflection every time we place fish on our plates, asking the vital question: Are you...Sure? That's good fish.

Tomás Ostiglia, executive creative director at LOLA MullenLowe: The key is to consume food that's grown naturally and share this message with people in a way that isn't dull or overly serious. Using humour and, even better, singing is a fantastic way to get the point across

Rich Lawrence, group marketing director LEAP said, Working with LOLA has given us clarity, best in class creativity, and it doesn’t get any better than bringing back the icon that is Billy Bass to tell us that the best fish swim free’

The TV campaign launches on Sky TV from Monday 9th October to the 31st of Dec.