# Bearded Baby Advertising The Okuma 'Born to Fish' Campaign Fuses Old & Young Fishermen By Ryan Hinkson | Published 2010-08-20 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/okuma-born-to-fish References: [adweek.blogs](http://adweek.blogs.com/adfreak/2010/08/fishing-retailer-making-pitch-to-manbabies.html/) & [nastaev](http://www.nastaev.com/2010/08/12/okuma-born-to-fish-babies/) There is nothing better than [eye-catching advertising](https://www.trendhunter.com/trends/outdoor-advertising-campaign) and the Okuma 'Born to Fish' campaign definitely falls into that category. The [fishing retailer's new ads](https://www.trendhunter.com/trends/fly-fisher) are tagged "Born to Fish" and featured [bearded, tattooed babies](https://www.trendhunter.com/trends/good-start) that look more like old fishermen than cute newborns. Ad agency Barnes, Catmur & Friends from Auckland, New Zealand are responsible for the creative ads. **Implications** - The featured advertisements are definitely built to be eye-catching and grasp the viewer's attention. The advertising agency plays off of look-at-me images and words together to easily get the point of the ad across. It is sleek, simple and straight to the point so that viewers know exactly what the advertisement is promoting. ## Trend Insights (Trend Hunter) - Score: 6.0/10 - Popularity: 78% | Activity: 93% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Eye-catching Advertising:** Opportunity for businesses to create attention-grabbing ads that captivate viewers and effectively convey their message. - **Unconventional Marketing:** Opportunity to utilize unexpected and unconventional marketing tactics to generate intrigue and stand out from competitors. - **Youthful and Old Fusion:** Opportunity to merge contrasting attributes to create a unique and memorable marketing campaign that resonates with a broad audience. ### Where This Applies - **Advertising:** Opportunity for advertising agencies and marketers to develop innovative and attention-grabbing campaigns that capture audience attention. - **Fishing Retail:** Opportunity for fishing retailers to adopt unconventional marketing strategies to differentiate themselves from competitors and attract new customers. - **Creative Services:** Opportunity for creative agencies to explore new ways of fusing contrasting elements and creating impactful campaigns that resonate with target audiences. ## Related on Trend Hunter - [Sustainable Baby-and-Mom Brands](https://www.trendhunter.com/trends/pipette.md) - [Peeling Cheese Packaging Billboards](https://www.trendhunter.com/trends/babybel-billboard.md) - [Review-Based Marketing Campaigns](https://www.trendhunter.com/trends/amazon-campaign.md) - [Humorous Outdoor Apparel Campaigns](https://www.trendhunter.com/trends/engineered-for-whatever.md) - [Playful Billboard Campaigns](https://www.trendhunter.com/trends/dreamies-treats.md) - [Humorous Mens Fragrance Campaigns](https://www.trendhunter.com/trends/axe-campaign.md) - [No-Nonsense Grooming Campaigns](https://www.trendhunter.com/trends/rock-face-makes-scents-campaign.md) - [Hilarious Female-Supporting Beer Ads](https://www.trendhunter.com/trends/beaver-water.md) - [Playful Hockey Campaigns](https://www.trendhunter.com/trends/beard-in-a-box.md)