In the beginning, the commercial appears to be a relaxed nature documentary about bears fishing for salmon when the animal is abruptly interrupted by a John West fisherman. Running into the scene like a chicken with his head cut off, the fisherman is determined to challenge the bear for the best fish available. The fearless fisherman then starts sparring with the grizzly bear to fight over the giant salmon.
The grizzly bear demonstrates fancy footwork in a Muhammad Ali-like shuffle before delivering a roundhouse kick to the fisherman.
Right when it looks as if the fisherman has no chance to win the fight, he sends a brutal kick to the private of the grizzly bear which knocks him unconscious.
The John West fisherman walks away with a victory and the grand prize of the best salmon in the wild.
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