Boston-based Connelly Partners was recently tasked with helping Gorton's Seafood reintroduce and modernize its 42-year-old fisherman mascot, and the result is a humorous series of videos that feature Gorton's Fisherman trying to make sense of life on land after spending years at sea.In the ads, Gorton's Fisherman partakes in many "land" activities, like working out at the gym, going to a football game and having a drink at the bar, but his penchant for all things sea makes him stick out like a sore thumb. For example, in 'Coach', he tries to emulate the famous Gatorade dunk at a football game by dumping a cooler filled with fish and ice on the winning coach's head, much to the coach's chagrin.The videos are running under the tagline #TrustGortons, a reference to the frozen seafood brand's longtime "Trust the Gorton's Fisherman" jingle. The videos serve to remind people that while the fisherman might not be up to speed on pop culture and the latest trends, he can always be trusted with seafood. The videos, which were directed by Saturday Night Live director Mike Bernstein, will run with paid support on Facebook, Instagram and Twitter throughout the year.Connelly Partners: Gorton's Seafood 'Coach'Agency: Connelly PartnersClient: Gorton's SeafoodDate: February 2017Frozen food brand Gorton's Seafood is reintroducing its iconic fisherman mascot in a series of humorous videos that are slated to run on Facebook, Instagram and Twitter throughout the year. The videos feature the fisherman as he tries to navigate life on land - in the first film, called "Coach," he tries to emulate the famous Gatorade dunk at a football game by dumping a cooler filled with fish and ice on the winning coach's head. Credits: Tags: United States, Ad of the Week, latest ads, Best Commercials, creative works, creative work of the week Video of Coach Loading...If you'd like to vote for next week's US Creative Work of the Week, visit our US Creative Works here. To keep up to date with all the advertising, design and creative projects from around the globe visit our Creative Works homepage.