U.S. anglers are craftsmen who value having the perfect-sized tool for every job. They build collections of gear, knowing that precision matters more than power or prestige.

This audience appreciates a good dad joke almost as much as a good cast, so these ads tap into that same playful spirit. Each visual lays out the lures like a set of trusty tools, paired with clever, understated headlines that reward a second look. Whether it’s “Bite-sized for any fish” or “Big fish need big bait,” the work stays true to the core insight: anglers aren’t just chasing flash — they’re chasing the right fit.

This campaign celebrates precision, practicality, and just the right amount of humor — much like the anglers it’s designed for.

Fish don’t care about the size of your boat or how fast you get there — they care about finding the right-sized bite. That’s why the Rapala Original Floating Lure comes in a full spectrum of sizes, from 1.5” to 7”.