'The Fishermen' is the story of two humble Madagascan fishermen, an old man and his grandson, who go out fishing during a lean season. Even after the other fishermen have given up, our fishermen get up again and again and again and go out in search of fish. Eventually they triumph with a bumper catch. The story highlights the benefit of being consistent in order to be successful. Prudential's brand promise is 'Consistency is the only currency that matters.'

The ad was shot on location on a remote island off Madagascar. Real fishermen from the area were used, the village was portrayed exactly as it is.

The whole approach to the production was to keep everything as authentic as possible. Nothing from outside of Madagascar was used in the shoot. Wardrobe, props and everything else seen in the ad were from the villagers on the island. The idea was to show a slice of real life from these people's everyday routine. Underwater cameras and handheld cameras in the boats were used to help make the film as real and personal as possible. Due to the island's remote location, bad weather (cyclones), the language barrier and rough living conditions, the physical demands on the crew and cast were significant.

Language was a problem, as was working with rustic fishermen as opposed to professional actors. Working at sea and relying on the weather was also very difficult. Not to mention various illnesses that were picked up by the crew