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President’s Choice Pushes Canadians to #EatTogether with Clever Ad

john st. and Soft Citizen’s Vincent Haycock launch ad with a surprising twist

President’s Choice Pushes Canadians to #EatTogether with Clever Ad

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.
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Brand: President's Choice

Creative Agency

Creative Agency: john st

Copywriter: Cher Campbell, Robbie Percy

Art Director: Caroline Friesen

Planner: Natasha Shadman, Megan Towers

Producer: Monika Ghobrial

Executive Creative Director: Angus Tucker, Stephen Jurisic

Account Management: Caitlin Elliot, Lindsay Lalonde

Production Company

Production Company: Soft Citizen

Executive Producer: Eva Preger, Link York, Rob Burns

Director: Vincent Haycock

DOP: Franz Lustig

Line Producer: Timothy Kerrison

Head of Production: Aimee DeParolis


Edit Company: School

Editor: Chris Van Dyke

Post Production / VFX

Post Production Company: Alter Ego

Colourist: Eric Whipp

Online Artist: Eric Perrella

Grade: Alter Ego


Audio Post Production: Vapor RMW

Category: Food , Fruit and vegetables

Genre: People , Storytelling