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Posts Tagged ‘Jeff Da Silva’

Sid Lee Toronto Welcomes Jermain Defoe’s Move to Toronto FC

Toronto FC has partnered with Sid Lee Toronto for a campaign highlighting their signing of star English striker Jermain Defoe (formerly of English Premier League’s Totenham Hotspur).

Working under the assumption that “soccer isn’t seen as big news in North America until it has become ‘footie news’ across the pond,” Sid Lee crafted a spot documenting the perceived shocked reaction to the news in England. “Our idea for the campaign came pretty early on – let’s elevate the magnitude of Jermain Defoe swapping Tottenham for TFC by having a bit of fun with how people might react to the news in Great Britain,” explains Jeffery DaSilva, creative director at Sid Lee.

Set in the London boroughs where Defoe has been front page news since the beginning of his career, the 30-second spot manages to depict shocked Londoners’ reactions in a clever and funny way (to say anything more would give too much away).  The “It’s a Bloody Big Deal” tagline acts as the perfect ending to the spot, emphasizing the importance of the deal and the connection to how the news is perceived in England.

The integrated campaign launched earlier this week with :10 and :15 second teaser spots appearing in high rotation on major sports networks; the full 30 second spot (featured above) debuts today. In addition to television ads, the campaign includes “a variety of print, online, and OOH executions that will blanket the city for the next five weeks.” Each of the campaign elements feature “a specially commissioned illustration” of Defoe outfitted in his new Toronto FC uniform.

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Mullen Adds Two New ACDs to Fold

Looks like our pal Paul “Ad Agency in My Mind” Sincoff has some new fellow ACDs joining him at Mullen as the agency has brought Jeff Da Silva and Jon Ruby (l-r) aboard. The pair arrives from Proximity BBDO/Toronto, where they each spent four years, held the same titles and worked on PepsiCo, Diageo, Doritos and M&M’s (in fact, they just picked up three Bronze Lions at Cannes for their “Find Red” work for the last brand).

Prior to Proximity, Da Silva served as art director and senior designer at Tribal DDB and Organic, respectively, while Ruby was a VP, creative director at Publicis for four years. Both have already assumed their new roles at Mullen, though what account they’re working on exactly hasn’t been divulged for whatever reason.