Fly Fishing,    fly fishing marketing,    orvis,    Video

Are Fly Fishermen A Bunch of Mopey Deadbeats (or, Is The Industry Ready To Have Fun?)

Posted by Tom Chandler 6/8/2010

Fly fishing's supposed to be fun, but fly fishermen do tend to weigh it down with a lot of gear, money and expectations (not to mention words).

And frankly, the industry's not wholly without blame. Sweeping ad campaigns clutter the magazines and Intertubes, and in a surprising number, grim, unsmiling fly fishermen fish as though there's an IRS auditor waiting for them on the bank.

Stare directly into the marketing light too long, and you start to wonder why anybody would take up the sport.

Which is why it's nice to see somebody in the industry apparently enjoying themselves, though the source this time will come as a surprise to most of us.

Orvis.

(Yep. Me too.)



I don't know if I necessarily expected everyone at Orvis Central to be drinking brandy from snifters and wearing smoking jackets, but I wasn't expecting self-deprecating humor.

I've heard it said dying is easy, it's comedy that's hard, so falling on your face in a massively unfunny video is a risk.

That hasn't happened here, and the appearance of even a tiny bit of humor in this industry makes me hope somebody pulls their head out of their waders and hires potential comic genius filmmaker Steve Apple to produce a series of funny fly fishing/product videos.

They'd entertain, they'd inform, they'd go viral, and they'd lift the Cone of Darkness that sometimes seems to obscure the real fun of the sport.

(Note to fly fishing advertisers: if you don't believe "fun" works, I challenge you to watch this short video by marketing juggernaut Nike, who produced what amounts to an amateur video that went totally batshit viral)



The rest of us are having fun on the river. Why aren't fly fishing's advertisers?

See you having fun, Tom Chandler.

AuthorPicture

Tom Chandler

As the author of the decade leading fly fishing blog Trout Underground, Tom believes that fishing is not about measuring the experience but instead of about having fun. As a staunch environmentalist, he brings to the Yobi Community thought leadership on environmental and access issues facing us today.

13 comments
Viral is the way to go .Low overhead and if done correctly they are very effective.
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Better than 85% of the videos produced by Nike are never destined for broadcast. They're designed to go "viral" - freeing the company from the cost of buying air time.
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Nike does an excellent job with viral videos...check out this video that Nike put together for the 2010 World Cup. http://www.youtube.com/watch?v=idLG6jh23yE
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Who trusts you to mold the minds of our future leaders?
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This feels like a Gracie trap....
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I wouldn't either...poker player that I am...the larceny of the next best idea exists at varying levels...ask my former boss, he was good at...
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Yeah, but $400 is a lot of bank when you're not a big-dollar commercial actor...
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…(In case there was any doubt as to my identity) The middle initial definitely cleared up any confusion. And I'll be dammed if I'm giving away my million-dollar SuperBowl ad concept to Orvis for free.
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What does "viral" mean? Or for that matter, "totally batshit viral"?
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Orvis makes a click-and pawl CFO. I begged them to bring it back. Check the Orvis web site and pull that black stick out of the firfe.
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...(In case there was any doubt as to my identity)... I can't wait for the "Superbowl Commercial"... Any ideas? John
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Glad orvis is having a fly sale and it is funny....still doesn't excuse them for putting a disc drag in the CFO.....I still think that decision marks somebody as a heretic and they should be burnt at the stake...any orvis graphite rod would work nicely for the stake
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Best part of that video: the ambient sound of birds chirping, and the frame about two before impact where the Swoosh pops into visibility for an instant. I think I just got a good idea for my students' next video promo. davem
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