If you go into the woods today...

Hahaha. In the latest episode of the Be Your Best campaign, John West most definitely "endures the worst so you can be your best".

High tension, high action drama sequences are hilarious when they're not inside a high tension, high action film. Too many perfect parodies to tell. Watch it.

The epic 90 second version of Into the Woods went live on Facebook and YouTube, on October 5th. Stage two is the 30-second pre-launch teaser on prime time TV, October 7th, and 8th, supported by movie listings advertising across News Limited publications. Campaign climax happens  mid-October when the 60, 45 and 30-second films go to air on television and cinema screens across Australia.

A John West Facebook page, launched in September, provides an interactive platform where consumers are encouraged to be their best by sharing their achievements and getting a taste of the epic adventures of others.

Over the coming months, the brand will continue to engage with consumers through social media by asking them to tell, ‘What does it mean to be your best?’ It is no longer just the fisherman’s story.

The blockbuster-style drama spoof was created by BWM Melbourne, directed by Paul Middleditch and produced by Pete Masterton from Plaza Films. The blockbuster-style drama music was created by Song Zu and the Prague Philharmonic Orchestra.

“The success of John West has been built largely on the mythology of their selection process. Our new Be your Best campaign adds more depth to the John West brand and symbolises the product benefits in an engaging way," BWM Melbourne creative director (John West), Ant Shannon explained.

“Plus,” Shannon added wrily, “by casting the John West fisherman and our heroine together in an impactful action comedy, we were able to answer the all important question - what happened after the fisherman stole the fish from the bear?”
 
Simplot Australia general manager of retail marketing, Tara Lordsmith, expressed her enthusiasm for the campaign, “We’re very excited to be premiering our new John West Into the Woods campaign...This epic new creative builds on the successful history of the brand whilst recognising the need to make the brand more relevant with the line, 'Be Your Best'.”