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The ad is effective due to its humorous take on the freshness of fish, which is likely to resonate with consumers. However, it could be more explicit in its call to action.
Humor
From amusement to interest in the freshness of the product.
A man with a shopping cart on a boat, amidst the ocean, looking for fresh fish.
Morrisons offers fresh fish sourced directly from the market.
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Shop at Morrisons for fresh fish.
Health-conscious consumers who value fresh produce, likely middle-aged adults who cook at home.
Young adults who are beginning to cook and are interested in quality ingredients.
Mid
$20k–$150k
The ad relies more on visual humor than voiceover, making the transcript less critical.