The African Fish Eagle is Africa’s boldest and most predatory eagle. It is “Naturally Supreme” and dominates the sky with a certain majestic aura, making any other animal look inferior. It is also the inspiration behind the new Fish Eagle Brandy television commercial.

Fish Eagle Brandy’s Global Marketing Manager, Lee-Anne Lotz, comments: “We wanted to use the “Naturally Supreme” characteristic of the Fish eagle as the overriding sentiment that needed to be brought through in the latest commercial.”
 
Fish Eagle’s advertising agency, Bester Burke, realised that they could evolve seamlessly from where the advertising and promotional strategy had been.  The new Fish Eagle commercial takes to the skies, putting the Fish Eagle in a dominant and powerful position, looking over the natural environment in which it reigns supreme.

The commercial also introduces a spokesperson for the brand, an individual who epitomises the alpha-male characteristics of the eagle. Pro (formerly known as Pro-Kid) is the extremely popular, Sowetan-born rapper - a fresh and unique representation of the attitude of those who choose to drink Fish Eagle Brandy.

Bester Burke’s Creative Director, Wallace Seggie, says: “We set out to portray the Fish Eagle in a more aggressive and powerful manner - a simple, yet effective shift in the creative strategy. Giaco Angelini shot the commercial for us. Working with him is always an amazing experience. Together we’ve produced an outstanding commercial that we’re all very proud of.”