The frustrating thing about working in advertising is that most advertisers don’t really believe in advertising. So when a recession is looming, the first thing they do is cut their advertising budget. But fortunately ad agencies do believe in advertising. Hence this ad by Amsterdam agency THEY. Apart from the fact that we love the agency’s visual identity (very distinctive and recognizable), it communicates a strong message. By doing this THEY wants to show that in times of recession the stronger become stronger and the weaker, weaker. And with so many ad people being made redundant these days, it shouldn’t be difficult for them to catch some fearless fish.