TV ad: I&J: Iron Jay

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BWM Melbourne has created a new television campaign for frozen foods brand I&J, following the success of the original TV commercial which featured fish-loving wrestler Iron Jay.

I&J parent company Simplot Australia asked BWM Melbourne to create the TV commercial to promote I&J's latest product within its Light & Crispy range: fish fillets in original crumb.

The new spot, which went to air on June 19, tells the next chapter in Iron Jay's story in a light and comical way as he trains to retain his title as World Crunch Champ. As always, his inspiration is I&J.

BWM Melbourne managing director Hugh Nairn said: "The new television campaign further builds on I&J's much-loved character, Iron Jay, while reinforcing the positive and motivational factors associated with its latest product.

The 30 second TV commercial will run nationally and will be supported by outdoor executions.