Posted September 19, 2016
Days Inn “Basks in the Sun” with newest global campaign created by Toronto-based Giants & Gentlemen.
Vampires beware. Big things happen when you “Bask in the Sun.” That’s the tagline behind the new, fully integrated global campaign that Toronto independent creative and strategy agency Giants & Gentlemen (G&G) is launching for leading global hotel brand Days Inn on September 19th, 2016.
Created for one of the world’s largest and most iconic hotel brands, the campaign marks a historic departure for Days Inn as it moves away from it’s “Best Value Under the Sun” tagline for the first time in over a decade and embraces a new brand voice and a more humorous tone.
Centering around the power of the sun, the campaign positions the hotel brand’s iconic sun logo as the hero in three new TV spots, among other creative. Each visually-driven comedic TV spot begins by bringing the viewer into three very different scenarios – an African safari, a vampire’s castle and a tranquil farm. The comedic twist in each takes place when the shining light from the sun of the Days Inn sign is revealed and completes the narrative.
Posted September 1, 2016
For Scotiabank’s sponsorship of the World Cup of Hockey, Toronto-based Bensimon Byrne has perfectly recreated some of the sport’s most celebrated goals—from Bobby Orr, Lanny McDonald, Mario Lemieux and Paul Henderson — except, using kids.
The 60-second spot, called “Hockey Dreams,” is directed by Gary Freedman (Glue Society) via Toronto-based OPC.
The spot is part of Scotiabank’s “The 5th Season” campaign, now in its third year. The concept of the campaign is simple: Mother Nature gives us four seasons, but in Canada, where hockey is a national tradition, there’s one more. The 5th Season is the hockey season, and there’s no other time of year like it. It’s why Scotiabank supports over 8,000 community teams across Canada.
So Bensimon Byrne tapped into a hockey truth: the 5th Season is when kids dream big. They dream about donning a red and white Team Canada jersey; dream about the thunder of 18,000 roaring fans; dream about the greatest hockey moments just waiting to happen. Whether they played on a rink or driveway, farmer’s field or dock, every Canadian has at one time dreamed of reenacting their hockey hero’s biggest goal.
Posted August 10, 2016
Tequila Herradura Ultra is thrilled to announce a new global creative campaign, “Sound of Smoothness”. Featuring mesmerizing visuals paired with upbeat audio, the campaign literally illustrates Ultra’s smooth quality. The campaign’s cymatic approach balances science and art, depicting sound frequencies reverberating through the crystal clear tequila, suspended above a speaker.
“We’re excited to launch a campaign that brings Ultra’s ‘beyond smoothness’ character to life,” said Liz Edwards, Senior Brand Manager, Tequila Herradura. “The new ‘Sound of Smoothness’ campaign reinforces how Ultra is perfect for high-energy and celebratory occasions.”
“Sound of Smoothness,” will roll out across global markets throughout 2016. Launching today, the U.S. “Sound of Smoothness” campaign comes to life through a number of elements including:
- Video and music steaming services including Hulu and Spotify
- Mobile search services such as Foursquare
- Behind-the-Scenes Video
- Social Media Engagement through Facebook
Tequila Herradura Ultra relied on the creative minds from Agency of Record GREY Canada to develop and produce the campaign. MassiveMusic, a global company that produces and composes custom music, collaborated with Tequila Herradura Ultra to create the custom track, “Sound of Smoothness”.
Posted July 5, 2016
Here’s a beautiful visually-driven new campaign for Ontario Tourism Marketing Partnership Corporation, created by FCB Toronto.
I’m lucky enough to live in this beautiful Canadian province, but many of these places I have not seen. It is definitely hitting its mark by making me want to get out and see and experience more of this great place where I live.
Where Am I? was shot over nine months at the following Ontario locations: Niagara region, Hamilton, Orangeville, Prince Edward County, Picton, Ottawa, Eganville, Muskoka, Toronto, Thunder Bay, Sault Ste. Marie, Huntsville, Lake Superior North Shore Lake Superior Provincial Park, Dorion, Sleeping Giant Provincial Park, and Northwest Ontario.
Posted April 27, 2016
The latest chapter in Fallsivew’s ongoing story builds on the same level of fun and humour that consumers have come to know and love. The campaign includes four 30-second TV spots that illustrate the characteristic entertainment of Fallsview. The campaign is created by Toronto-based agency Blammo and directed by Adam & Dave of Holiday Films.
In grand cinematic fashion, the first on-air piece entitled “Goodbye” features a rain-soaked romantic hero calling up to a woman’s apartment in a Romeo and Juliet fashion. He couldn’t leave without saying goodbye. As she comes to the window, expecting him to bid her farewell, the unexpected happens – viewers are surprised to discover he is there to say goodbye to her brother, with whom he had an awesome time at Fallsview. Stay tuned for three more ads from Fallsview that depict life’s little surprises, which are to be released throughout the year.
“Our TV campaign is the next instalment of the longstanding signature Fallsview humour that has successfully appealed to our loyal customers for over a decade”, says Greg Medulun, Director of Communications. ‘We often hear about how much our patrons look forward to being surprised with new innovative creative each year.”
Posted February 29, 2016
Last year, GEICO took on the YouTube skip button with its “Unskippable” campaign. This year, they had a new pre-roll problem. An online media buy without any skip buttons. So how do you keep people from hating a pre-roll ad they’re forced to watch to the end? Simple. You fast-forward through it. They created four :15 pre-roll ads that do just that. Each ad begins in a mundane situation then fast-forwards ahead to something much more unexpected. At the end, you can click to watch the unabridged version of the ad and see what you missed. The goal is to take the most annoying 15 seconds in advertising and turn it into something so disruptive and entertaining, you’d actually choose to watch more.
Posted February 29, 2016
“Movie Titles,” starring Paul Giamatti, aired last night during the Oscars, as part of the “Hollywood Insider” film series for CenturyLink created by Arnold Boston, and directed by Furlined’s Will Speck and Josh Gordon.
CenturyLink’s high-speed broadband service provides access to endless content with its speedy Internet and interactive Prism TV; creating a world where everyone is connected to the things they love – like Hollywood. To show how CenturyLink has enabled its customers to become true critics, the brand has selected Golden Globe and Emmy Award winning actor Paul Giamatti for its new campaign, “Hollywood Insider.” Giamatti, starring in the first on-camera brand commercial work of his illustrious career, faces constant and insightful feedback from an everyday family that has watched countless movies and TV shows and expects perfection from the actor.
TV campaign includes a number of 30 and 60-second spots that air in select markets across the US. “Hollywood Insider” also comes to life in digital and social – through unique longer-format videos that live online and support broadcast efforts, and a series of shorter-format social videos designed to let the family drop some serious “Hollywood Insider” knowledge.
Posted October 19, 2015
Vapor Music Launches Fifth Kid Records, EP for East of Avenue, and New Music Video, “Army of One”
After 11 years of success in the advertising industry working on campaigns for brands including Dove, Samsung, Ford, Hyundai, McDonald’s, WWF, Coca Cola, Walmart, and Toyota, Vapor Music has expanded, opening its own record label called Fifth Kid Records. The label grew out of the success of the song “Paper Planes,” a single created by Toronto-based duo East of Avenue, made famous for its creation for a recent holiday campaign for Walmart Canada.
Having executed countless synch placements over the years both for well-known and indie artists, it was a natural progressive step for Vapor to start representing artists on an exclusive basis through Fifth Kid Records.
To launch the label, Serlin and Vapor partnered with Fontana North Distribution and Maple Music Recordings, which handles publicity and promotion, and worked with the Toronto-based office of advertising agency LG2 and LG2 Boutique in Montreal to develop the branding and design. Working with East of Avenue is the newly-minted label’s immediate focus, though it’s looking ahead at other artists without being beholden to any style of music provided it’s of a high quality.
Posted October 19, 2015
The HBC History Foundation is enlisting Man in Motion hero Rick Hansen to celebrate the explorer and surveyor David Thompson in its second Country of Adventurers history segment.
Thompson became one of the most pioneering geographers in Canada. No matter where he traveled, he would mark down the latitude and longitude, temperature and geographical characteristics. Ultimately, he mapped almost half of North America between the 46th and 60th parallels, from the St. Lawrence and Great Lakes all the way to the Pacific. His work was so accurate that it remained the basis of all maps of the west for almost a century.
The HBC History Foundation created The Country of Adventurers series of historical narratives to share the stories of Canada’s adventurous past. The campaign was created by Toronto-based Red Urban, directed by Untitled Films’ David Tennant, and edited by Mark Paiva at Saints Editorial. Special Effects were handled by Alter Ego, Toronto.
Posted October 5, 2015
It’s created by Saatchi & Saatchi New York and directed by Community Films‘ Matt Smukler, who are responsible for all the other tear-jerkers and heartwarming spots for the brand as of late (see here).