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Posts Tagged ‘Grayson Matthews’

FCB Presents 2015 Pan Am Games Invasion

FCB Toronto recently launched a campaign for the 2015 Pan Am Games on behalf of The Ontario Tourism Marketing Partnership Corporation, centered around a 60-second broadcast spot called “Invade.”

Appropriately enough, the ad imagines Toronto invaded by hordes of athletes, who take to the city to the tune of a cover of the Delphonics “Ready or Not.” It starts innocently enough, with a lone gymnast on a rooftop. But soon a swarm of kayakers is rowing toward the city, followed by equestrian riders storming through neighborhoods, soccer players running through woods and various other groups of athletes. The spot concludes with the message “41 countries, 51 sports,” followed by the tagline “Epic is on.” The spot fits the tagline pretty perfectly, encapsulating the scope of the event in a well-shot, jam-packed 60-seconds that gets more and  more frantic leading up to its conclusion.  Read more

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Tribal Worldwide Shows ‘How to Dad’ for Peanut Butter Cheerios

Tribal Worldwide, Toronto has a new Canadian online campaign for Peanut Butter Cheerios illustrating “How to Dad.”

The father in the spot is a welcome departure from the idiotic paternal human punchlines still typical in advertising. He gives a quick, ADD style lecture on fathering while touring his house, after being awoken by his son modeling his new horse mask (which he reacts to remarkably well). The product integration is at times a bit awkward, the word “awesome” appears too many times (including twice in one sentence in the line “Because being a dad is awesome, just like new Peanut Butter Cheerios are awesome,”delivered near the spot’s conclusion) and the ending really takes the goofiness level over the top. Still, it’s nice to see dads represented this way, so we’ll chalk it up as a step in the right direction and a sign that perhaps the idiot dad stereotype is finally on its way out.

The campaign also features a Tumblr with fathering advice for those who want to step up their dad game and a #HowToDad hashtag which the brand hopes will generate discussion amongst paternal consumers. Stick around for credits after the jump. Read more

Toronto Shop Bemoans ‘Stupidification of Society’ in Short Films for TED Event

We here at the Spy couldn’t help but be reminded of Mike Judge‘s highly underrated 2006 film, Idiocracy, when checking out these shorts from Toronto-based agency, Capital C. The shop paints a bleak portrait of a social media-addled future hinged on 6-second sound bites versus long-form content and one which lacks any thought-provoking communique. Yes folks, behold the “Stupidification of Society,” which Capital C created pro-bono for the  TEDxColumbiaSIPA conference that took place in New York on May 8. According to the agency’s chief creative officer, Gary Watson, the films “The Vine Effect” (above) and “The Glass Era” (below) “…very much play into cultural and digital trends. Shortened attention spans. Technology overload. Things that get in the way of spending time with inspirational content that ultimately makes a difference in our lives.”

Short films lamenting the loss of longer-form content? Oh, the irony, but perhaps that’s the point of all this to begin with. Full credits after the jump.

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Jacknife, Stoli Go Back to the Original French Exit

For the new campaign for Stoli Vodka, Toronto shop Jacknife asked directors to tell an origin story of their choice. Stoli’s tagline is “The Original Vodka for Original People,” whatever the hell that means, but the origin-story theme can make for some interesting recreations. Director Sean Wainsteim decided to focus his efforts on the origin of The French Exit, when people leave a party without saying goodbye. We’ve all been there. A clingy come-on at a bar, friends of friends who you don’t really know that well, the weird Uncle. For the anti-social, goodbyes are unnecessary social conventions usually meant for people you don’t care about.

You’ve probably never heard of Bentley Theodore French, but he invented The French Exit while at a stuffy, waspy party that may be set in the 1930s, at least according to Stoli’s two-minute narrative ad. Bentley even passes up the chance to dance with two ladies at the same time on his way out the door. I’m not sure why he’s at this party if he dislikes everyone in attendance, but he is a social innovator who will never be forgotten. I still use his work to this day. Credits after the jump.

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Here’s Taxi’s ‘Strategy’ 2013 Agency of the Year Entry

Now that we’ve received entries from both Lowe Roche and john st., the latter of which has already claimed to have won the Best Agency Video prize at the 2013 Strategy AOY Awards, why not see what else came into play at this year’s event. Above, we have fellow Toronto-based agency Taxi’s submission for the Strategy AOYs, which shows a hapless soul taking ad award obsession to a, well, more fashion-conscious level. We wonder whose actual Cannes Lions they used in the clip, though we’re anxious to see how “okinawin denim,” “mini-wallets” and “pilgrim aesthetics” could possibly all join as one. Where does this rank out of the three we’ve covered for you? In the meantime, you can also check out the trade’s current 2013 winners list here.

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Cassies are Cheerfully Irrelevant

Grammys. Oscars. MTV Music Video Awards. Cassies. Some award shows are more popular than others, but at the end of the day, they are all irrelevant except to those who win. Instead of asking nominees to cover up their curves, as was protocol at this year’s Grammys, the best approach is to let it all hang out with some good old fashioned self-deprecation.

Here are three clever promos created by Toronto agency john st., which introduced us to “Buyral” not too long ago, for the 2013 Cassie Awards, which apparently have been billed by the parties involved as the Canadian Effies. If nobody else cares about your commercials, at least you can add a trivial trophy to the banner of the agency website only clients will know about. I’ll leave you to the other two spots and the credits after the jump before the imaginary orchestra cuts me off.

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Sapporo’s ‘Legendary Biru’ Wins Best in Show at ROI Awards

Sapporo – Legendary Biru from CRUSH on Vimeo.

Speaking strictly from an American perspective, this spot for Sapporo from Dentsu Canada has it all. Samurai! Dragons! Beer! Any commercial that can combine all three automatically wins some sort of respect for the ad community. Of course, an advertisement that combines all three this well deserves worldwide accolades, which were given yesterday at the ROI Awards in Shanghai where “Legendary Biru” took home four awards including Best in Show. Oh, and did we forget about the giant sumo wrestlers? They’re huge!

Okay, yes, this advertisement does pretty much reinforce every Japanese stereotype ever in just over two minutes (except for ninjas). But, have you ever seen the brewing process look this cool? Odds are you have some weird friend who’s way too into home brewing to ever shut up about it. This person tells you every boring detail about the new lager they’re making, and you really don’t care, but you feign interest because you want some of the finished product. Now, imagine if a normally boring home brewing story started with, “So, I got a new oarsmen to tame my dragon duo after the last guy died.” See? It’s a lot more fun.

It’s a lot to ask for such care and creativity to be out into the next Budweiser or Miller campaign, Japan’s longer and more interesting national history aside. But, the best part of “Legendary Biru” is that it will make you consider ordering a Sapporo the next time you see it on a beer list. Production companies Crush and Sons and Daughters went all out on this spot, and we hope to see further collaborations from the two in the future.

Full credits after the jump
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