Jul 30

Leo Burnett Tugs on Heartstrings for Ronald McDonald House

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Leo Burnett gets emotional for Ronald McDonald House Charities with their new spot, “Dad’s Voice.”

The 60-second ad highlights the emotional impact of the charity providing home-to-home accommodation for families with a child in the hospital. “It’s only a voice, everyone has one,” a narrator intones at the opening of the spot. “But this, this is dad’s voice. Dad’s voice is, well, dad’s.” Going on to list some of the voice’s idiosyncrasies, the spot concludes, “Dad’s voice is the sound of home, even when they’re not at home.”

It’s a pretty straightforward approach, but it makes a real emotional impact, delivering on a relevant insight for the charity. It helps that the approach is tender without being cloying, choosing not to oversell the drama of the situation but rather sticking to what viewers can relate to. Stick around for credits after the jump. (more…)

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Jan 14

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

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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.

Stick around for credits after the jump. continued…

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