Hasta La Creative!

On August 18, 2014, TBWA Toronto and Gatorade surprised members of the Cruisers sledge hockey team by inviting NHL stars to join them on the ice. TBWA Toronto then used footage from the event to create the above online spot, released just a few days ago.

In the 2:15 video, we see the surprised look on the faces of Cruisers players as a Gatorade spokesperson invites NHL stars such as Sidney Crosby, Claude Giroux and Scott Hartnell onto the ice. But the ad isn’t just about how excited the Cruisers were to meet their hockey idols. The sledge hockey team proved the naysayers (who say sledge hockey isn’t as hard as the stand up version) wrong, and actually schooled the pros. “A couple of those guys did circles around us,” admits Giroux.

“At the end of the day, hockey is hockey,” the spot concludes,” followed by the message, “Proud supporter of hockey everywhere. No matter how it’s played.”

It’s an inspiring message, delivered well over the course of the ad — which actually does a good job of developing its story of the course of its run time, not feeling too stretched at out, even at over two minutes. “Sledge Hockey” is a pretty perfect encapsulation of Gatorade’s “#WinFromWithin” campaign message, and seems to have struck a chord with hockey fans, as it has already tallied almost 700,000 views on YouTube. (more…)

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Mitsubishi Motor Sales of Canada and john st. have launched a campaign for the brand new Mitsubishi Mirage.

The spot “Commute” plays the whole music that you thought was extra-diegetic but turns out to be diegetic card while touting the subcompact cars’ features. (We don’t like being toyed with like that, Mitsubishi.) These are good selling points, especially the best-in-class 64 mpg and the $12,498 starting price. “We know that we’re giving Canadian drivers what they value in a subcompact car, great fuel efficiency at an even better price,” explains Peter Renz, Director of National Marketing at Mitsubishi Motor Sales of Canada.

The whole “you can do what you want with all the money you save” thing and the diegetic music trick are a little tired, but the spot keeps it short and simple. Plus the fuel economy and low price do a fine job selling the car on their own. You’ve got to be envious of that gas mileage. Credits after the jump.

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