The initial scene of two men unloading a large cooler from a van.

The ad opens with two men unloading a large white styrofoam cooler from the back of a van. One man, wearing a black cap and jacket, lifts the cooler while the other, wearing a chef's apron, holds the lid open. The scene then cuts to a close-up of the cooler, now open and tipped over, with a single fish lying on a bed of ice. The logo for 'if...' appears in the top right corner.