This :30 opens like a wildlife documentary about storks. A BBC-style voiceover tells us about the birds as we see a flock of them take off into flight. Other storks frolic in the water.
"The stork—a large wading bird," relates the narrator. "Its role in the animal kingdom: the bringer of babies."
At this point, the documentary footage, while still realistic-looking, alters our sense of reality with an image of a flying stork carrying a newborn baby wrapped in a sheet.
The narrator continues: "Threatened by midwives and hospitals, storks have evolved in order to survive." Several storks fly through the air with bundled-up babies dangling from their beaks. One of the storks is hanging onto a baby in a baby bouncer.
"Now, when they deliver babies, they deliver all the baby’s necessities, as well," the narrator points out. Storks are seen in flight, carrying strollers, clothes, high chairs and teddy bears, among other baby equipment.
Suddenly, we’re brought back to reality, as a voiceover reads a message supered against a black background: "If life were like that, you wouldn’t need a Visa card."
The spot—from Leo Burnett, Toronto—concludes with a super that reads, "Baby Stuff," and the Visa Gold Card logo.
"Stork" combined stock footage of storks with original live action of babies and their accessories. Key in the stock footage mix was the BBC library, which had the flying birds shot against a blue screen. Stork stock shots were also provided by National Geographic and Getty Images. Mike Bigelow directed the original live action via Radke Productions, Toronto. (Bigelow’s U.S. roost is Space Program, a Hollywood-based shop in which he’s partnered with executive producer Bill Reilly.)
Editor Mick Griffin of Flashcut, Toronto, teamed with two artisans from Toybox, Toronto—visual effects supervisor/Inferno artist/compositor Jeff Campbell and Inferno artist/compositor Alex Boothby—to composite Bigelow’s live action with the stock footage.
The Leo Burnett ensemble for Visa Canada consisted of creative director/chief creative officer Judy John, art director Paul Giannetta, copywriter Sean Barlow and producer/head of broadcast production Dena Thompson.
Colorist was Bill Ferwerda of Notch, Toronto. Audio mixer was Richard Benoit of Rosmac (now Rosnick MacKinnon Webster), Toronto. Ted Rosnick of Rosmac served as sound designer/producer. Stock music was used for the spot.
