You know your friend, "Cheese"?

One of the best television ads I've ever witnessed ran in January 2005. Yeah, I'm only writing about it now, because in all my searching of the Internet recently, I have not been able to find reference to this particular commercial.

I know it was produced by Wieden + Kennedy of New York, and I believe the creative directors were Todd Waterbury and Kevin Proudfoot. The ad featured two of those "singing fish plaques" that were all the rage about six years ago. They were promoting the angling programming on ESPN Outdoors.

The ad went like this:

LEFT FISH: You know your friend, "Cheese"?

RIGHT: Yep.

LEFT FISH: That's a nickname, right?

RIGHT: Yup.

LEFT FISH: Does he smell, or somethin'?

RIGHT: Nope.

LEFT FISH: Does he eat a lot of cheese?

RIGHT: No. In fact, he's lactose intolerant.

LEFT FISH: Well, what's his first name?

RIGHT: "Mike".

LEFT FISH: What his last name?

RIGHT: "Jankowskowicz".

LEFT FISH: {Deadpan turn to the camera, pausing for comedic effect}
That just doesn't make any sense!

RIGHT: All right... One time we were out on the boat, and Mike pulled out a big ol' hunk of Limburger. Put it on a hook. Apparently, catfish like stinky cheese.

LEFT FISH: {After a pause}
Catfish are so dumb.


Tags: advertising, commercials, ESPN, Wieden + Kennedy