As the world went on lockdown during the 2020 pandemic, more than 13 million people throughout North America took to the great outdoors and discovered the joy of fishing.

Pure Fishing wanted to salute these millions of new anglers from all walks of life—many who picked up a rod and reel for the first time—and welcome them to the Pure Fishing family.

The new spot “One of Us” welcomes these new anglers to the fold by saying “You’re not a newbie anymore—you’re one of us.”

The spot will run on broadcast programs viewed by these new casual fishing enthusiasts as well as online.

Pure Fishing is building the world’s best fishing company. Based in Columbia, South Carolina, the company owns an impressive portfolio of premium gear and tackle brands designed for passionate anglers.