This odd demo-style spot has an offbeat charm as a scientist and his assistants, all wearing white lab coats, awkwardly educate us about the sewer system. The :30 opens on the scientist seated behind a desk. "Torontonians, I’d like to demonstrate the sophisticated filtration device on our storm sewer system," he says in an accent similar to Einstein’s.
The commercial cuts to a shot of a curbside metal grate, earlier alluded to as the "sophisticated" device. Two assistants grab an unsuspecting colleague and make an unsuccessful attempt to shove him face first through the grate. The spokesperson scientist explains via voiceover, "This filter prevents humans from slipping through."
Yet while the grate stops a man from falling into the sewer system, it’s doesn’t deter harmful elements that run off from a residential driveway, as demonstrated by an assistant washing a car with a hose.
The original scientist’s voiceover continues: "Oil and soap from your driveway or pesticides and pet waste that run off your lawn go through the grate and straight to the lake. They pollute the water and our beaches," he notes, as the ad cuts to a scene featuring an out-of-shape guy in slightly-too-tight swim trunks standing on the beach.
The spot concludes with two assistants in lab coats—each waist deep in Lake Ontario—throwing a beach ball back and forth. The voiceover concludes, "This summer, help keep our lake clean." Appearing along the bottom corner of this scene is the word "Toronto," accompanied by a Web site address (toronto. ca/water).
David Popescu of Sparks Productions, Toronto, directed this commercial for the City of Toronto and agency Axmith McIntyre Wicht, Toronto. Andy Crosbie executive produced for Sparks, with Barbara Zumer serving as producer. The spot was shot on location in Toronto by DP Gabor Tarko.
The agency team consisted of creative director Brian Howlett, copywriter Dale Roberts, art director Mike Sipley and producer Bob Kirk.
Offline/online editor was Tim Kirkwood of Flashcut, Toronto. Colorist was Kent McCormick of Notch, Toronto. Audio engineer/sound designer was Sonny Keyes of SKA Music, Toronto.
