Mar 2017 11

bbdologo

Eight years ago, while scurrying through Pearson airport here in Toronto (probably late for a flight, let’s be honest) a row of giant backlit ads caught my eye. The tagline – ‘Avioners can do that’ for the RBC Credit Card with travel rewards. It was a tagline I wrote almost a year before this and until that moment, I had no idea the clients bought it. That’s the life of a freelancer – sometimes you write things and never know what happened to the work, unless you see it out in the world. While late for a flight.

Here we are, 2017 and I find myself full-circle working on the brand again. My task recently was to come up with a new creative radio platform for the brand. Something that could live over multiple spots for at least a year, and communicate that Avion is the travel rewards card for people who were tired of the restrictions that their current card puts on them – seat or period blackouts, too few destinations or airlines.

Here’s where we landed. The Avion Travel Rewards Card phrase of the day. Learn how to complain about your current credit card using different languages. The first spot is below and whether written by me or not, in the future there are more to come.

‘Not Worth a Bag of Olives’ :30

Audio clip: Adobe Flash Player (version 9 or above) is required to play this audio clip. Download the latest version here. You also need to have JavaScript enabled in your browser.

 

AGENCY: BBDO, Toronto
CLIENT: RBC Avion
COPYWRITER: Andrew Bradley
GROUP CREATIVE DIRECTOR: Chris Booth
DIRECTOR: Clive Desmond, TA2
PRODUCER: Adriana Laborde
PRODUCTION: TA2

Mar 2017 11

bbdologo

Eight years ago, while scurrying through Pearson airport here in Toronto (probably late for a flight, let’s be honest) a row of giant backlit ads caught my eye. The tagline – ‘Avioners can do that’ for the RBC Credit Card with travel rewards. It was a tagline I wrote almost a year before this and until that moment, I had no idea the clients bought it. That’s the life of a freelancer – sometimes you write things and never know what happened to the work, unless you see it out in the world. While late for a flight.

Here we are, 2017 and I find myself full-circle working on the brand again. My task recently was to come up with a new creative radio platform for the brand. Something that could live over multiple spots for at least a year, and communicate that Avion is the travel rewards card for people who were tired of the restrictions that their current card puts on them – seat or period blackouts, too few destinations or airlines.

Here’s where we landed. The Avion Travel Rewards Card phrase of the day. Learn how to complain about your current credit card using different languages. The first spot is below and whether written by me or not, in the future there are more to come.

‘Not Worth a Bag of Olives’ :30

Audio clip: Adobe Flash Player (version 9 or above) is required to play this audio clip. Download the latest version here. You also need to have JavaScript enabled in your browser.

 

AGENCY: BBDO, Toronto
CLIENT: RBC Avion
COPYWRITER: Andrew Bradley
GROUP CREATIVE DIRECTOR: Chris Booth
DIRECTOR: Clive Desmond, TA2
PRODUCER: Adriana Laborde
PRODUCTION: TA2

Mar 2017 01

 

 

 

 

 
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Feb 2017 06

Astar was a robot. We 80s kids held our breath as we watched Astar perform all kinds of hijinx. C-3PO could not move like this. This was a completely different kind of robot. This was like C-3PO on bath salts – not that we had discovered that, yet.

Holy crap. His arm was just sawed off. He’s gonna get grounded for sure.

But wait. He can put it back on. Yay.

Seriously, who knows how many kids were spared injury just because we all knew the story of ‘Astar, the Robot’ and how horsing around could lead to losing a limb. We actually remembered it.

And that’s why it belongs on my ‘Best 150 Canadian Commercials of All-Time’ list.

 

Jan 2017 31

I was listening to 680 news radio here in Toronto this evening. Yes, willingly. Hello? I was driving and gotta know the weather, people. Like, do I fish out some long underwear for tomorrow or not?

Anyhow, one of their news bits illustrated exactly what it is I find fascinating about the country to the south of us. The bit talked about how Anheuser-Busch (Budweiser) released their Super Bowl 2017 commercial already. “Born the Hard Way”. (above)

680 described the spot – the story of Adolphus Busch immigrating to America in the 1850’s. It shows the hardship of being an immigrant and not feeling welcome, but following your dream and meeting some friends along the way. It’s the story of how Busch met Anheuser, and the rest is good old ‘Party Time!’ American history, and an example of the American Dream.

The bit on 680 talked about how this is being seen as a direct response to the President’s Executive Orders on immigration and his travel ban this week, although A-B says it is just a coincidence that their spot deals with the American Dream and immigrants.

It’s beautifully shot, wonderfully told, and even if you don’t like beer or Budweiser, you have to take your hat off to an advertiser to use their biggest advertising slot of the year to tell such an emotional story.

But here’s what got me… 680 ended the story by saying “No word yet on a response from Donald Trump, but Anheuser-Busch shares dropped significantly today on the market in anticipation.”

America. You bold experiment of art and commerce. You so crazy.

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