The fisherman breaking the concertina was for Findus or something. The caption was "we go through all this so you don't have to". I think the comedy derived from the fact that rough seas, icy winds, etc were not nearly so hard to endure as an old fisherman playing the concertina. They had another in the same campaign of a man fighting a grizzly bear for it's salmon, which ended with the fisherman booting the bear in the knackers - high comedy.
There was also an ad for Danish bacon featuring a hammy (sorry) Peter Schmeichel (a danish footballer, for those who don't know) dancing and pretending to play a little piano box. It was memorably crap.
Glad this thread wasn't on the subject of uilleann pipes in adverts, since they've been used for everything from booze and holidays to peat brickettes. a.w.