TBWA Toronto Introduces NHL Stars to Sledge Hockey for Gatorade

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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john st. Presents ‘The Lazy Environmentalist’ for WWF

Toronto agency john st.’s latest campaign for World Wildlife Fund Canada is based around the insight that people are lazy. Or, as Stephen Jurisic, co-ECD at john st. puts it, “This idea comes from the rather depressing truth that most people will only do things that help the environment if it’s really, really easy to do…So rather than try to change that behavior, we thought let’s just embrace it and show that it takes next to no effort to help our oceans and the sea life in it.”

In a 60-second spot, the agency promotes buying seafood with the MSC (Marine Stewardship Council) label on it to help protect our oceans by supporting sustainable fishing practices. The spot likens buying MSC-certified seafood with recycling (“Because it’s next to the trash.”) and buying organic, things that are “easy and practically unavoidable.” It’s an interesting change of approach from the usual call-to-arms, making the implication that there’s really no excuse not to buy MSC seafood, since it’s so easy.The campaign also includes two shorter how-to videos and a series of overtly simply online quizzes. (more…)

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Anomaly Turns The MINI Into A Roller Coaster Ride…Kind Of

Anomaly has launched a new MINI Roller Coaster spot as part of their NOT NORMAL campaign for the automaker’s Canadian division.

The ad features people riding atop a customized version of the BMW-owned brand, strapped in to a roller coaster car attached to the MINI’s roof, screaming, holding cotton candy, and generally acting as if they’re on a looping coaster and not a British vehicle obeying the speed limit. Onlookers, meanwhile, wonder what the hell is wrong with these people. The genesis for this idea, ostensibly, is to show that the MINI is “not normal,” and the people treating a ride on the MINI as if they were at Six Flags certainly could be described as such (although they may have crossed over into “crazy”). I realize there are safety concerns involved, but I have to wonder if maybe they could have done a little more to make the ride on the MINI seem exciting (you know, like a roller coaster) and less like some kind of experimental therapy. But maybe that’s just me.

If you’ve ever wondered how to turn your car’s roof into a roller coaster car, you should definitely check out the “making of” video after the jump (along with credits). We’re pretty sure you’ll get pulled over for that one, though.

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John st. Pom-Poms Earth Hour

We’ve covered past john st. efforts, original campaigns that are usually quirky and honest without forcing the issue. The Toront-based agency’s newest fare, “Earth Hour Cheerspiration,” comes on the heels of a WPP takeover. And even though it’s too early to thumb the corporate acquisition for a change in creativity, ”Cheerspiration,” as you can see in the above video, lacks the off-beat humor we’ve come to expect from john st.

The spot is meant to promote Earth Hour for WWF Canada, when those interested will conserve energy by shutting off all lights for one hour on the night of March 23 (for reference, check out this previous Earth Hour work from TVF and Hot Chip). Associating the unwavering pep of five loud cheerleaders with an important cause seems misguided at best, especially since it’s not easy to understand their hollering and, well, they’re cheerleaders. They’re stereotypically dumb–not saying that’s true–and only likable to jocks and teenage girls who thought Bring It On was a great movie. Not sure what the connection is to Earth Hour–maybe there is no connection? But if that’s the case, then why?

Dare I say it…even couchgating was more entertaining, and that’s been my gold standard of witless advertising. Here’s to hoping for better work next time, john st. Two more “Cheerspiration” spots and credits after the jump.

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