john st. and Soft Citizen’s Vincent Haycock launch ad with a surprising twist
The President’s Choice Meant to #EatTogether campaign launched in cinema, broadcast, online and in-store December 29, 2017, directed by Vincent Haycock and shot by DP Franz Lustig.
In collaboration with john st., Soft Citizen’s Vincent Haycock, best known for his award-winning Volvo and Duracell films and music videos for Calvin Harris and Florence and the Machine, took the audience on a trip down memory lane.
￼Set to the track ‘I Got You Babe’ by Sonny and Cher, the new spot follows a girl from birth to adulthood and shows all of the personal connections she has made over sharing food. From breastfeeding and snacks with friends to family dinners and first dates, the spot takes a turn, when viewers see the woman, now grown, at her work desk silently eating her lunch while her coworkers do the same. The spot ends by questioning why we ever stopped eating together, and implores Canadians to change that behaviour in the year ahead.
With over 8.7 million views on Facebook and over 2.5 million views on Youtube to date, counts are still climbing.
Creative Agency:john st
Copywriter:Cher Campbell, Robbie Percy
Art Director:Caroline Friesen
Planner:Natasha Shadman, Megan Towers
Executive Creative Director:Angus Tucker, Stephen Jurisic
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