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May 2006 - Strategy Magazine
Creative

Creative

by Annette Bourdeau
page 30

Stick up

If Sidney Crosby's in, everybody wants in. Even the Hanson Brothers, stars of the ultimate hockey movie, Slap Shot.

The latest spot from Mississauga, Ont.-based Gatorade Canada features the hockey star throwing his stick into the pile, joining a few kids in a game of street hockey. Once Crosby announces: "I'm in," hundreds of people pop out of nowhere, including a busload of Oceanic Rimouski players (Crosby's former Quebec Junior Hockey team), and the aforementioned Slap Shot stars.

"All [Canadians] can relate to street hockey," says Dan Pawych, CD at Toronto-based Downtown Partners, adding that they wanted to avoid doing a clichéd spot with Crosby just skating around a hockey rink, and play up his approachable boy-next-door image.

"He's got this great story - a local kid who makes it big in the NHL.... We thought: 'He's this average kid, we should leverage that.'"

The campaign, which aims to reinforce Gatorade's image as a "big" brand, as well as its "Is It In You?" tag, also includes tie-ins like a big street hockey tournament in Toronto's bustling Dundas Square in April, and a contest at gatorade.ca to win a hockey stick signed by Crosby. PR efforts will likely play up a lucky news angle: After the spot was shot, Crosby made a high-profile plea to Halifax mayor Peter Kelly to scrap a planned bylaw to ban street hockey.

client: Jeff Jackett, marketing manager, Gatorade, Pepsi-QTG Canada

CD: Dan Pawych

copywriter: Ian Kiar

AD: Linda Carte

agency producer: Sarah Moen

account managers: Jeff McCrory, Ann Laudenbach, Cynthia Tycholis, Jennifer Green

prodco: Imported Artists

director: Gregor Nicholas

producer: Joan Bell

editor: Mark Morton, School Editing

sound: Grayson Mathews

special effects: Crush

Tapped out

If it's good enough to mop and water the grass with, it's good enough to drink, right?

The new campaign for the Brita Faucet Filtration System hopes you won't agree, with TV, print and online executions featuring images like a woman with mop hair and a man with a grass beard to emphasize the tagline: "You deserve better water than you mop with/use on your lawn."

"It was really about creating a wedge between drinking water and utilitarian water...and creating a need for the product," says William Hammond, co-CD at DDB Toronto. "You have to make it personal - you can't just make a statement."

The campaign, which launched last month, targets tap-water drinkers who don't think about where their water comes from. TV and print executions direct consumers to the microsite

youdeservebetter.ca, where users can find more info to support the case for filtered water.

client: Ken Cross, senior business team leader, Clorox Company of Canada

CDs: William Hammond, Andrew Simon

copywriter: David Ross

ADs: Mark Bovey, Paul Wallace

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