In this “Escape the Everyday” campaign for Harlequin Romance Novels out of BBDO Toronto, women eagerly indulge their literary fantasies, unbeknownst to their oblivious husbands. Pete Henderson of production company Someplace Nice directed the spots, including “Hero Cowboy” in which a housewife enjoys a romantic interlude with her cowboy lover atop the washing machine in the laundry room of her suburban home.
Her husband then walks in and pulls some shorts out of the dryer, at which point we see that she is merely reading a Harlequin novel. As soon as her hubby leaves the room, she’s back in the amorous embrace of her cowboy companion.
Credits
Client Harlequin Agency BBDO Toronto Carlos Moreno, Peter Ignazi, executive creative directors; Linda Carte, associate creative director/art director; Shiran Teitelbaum, Dylan Verway, copywriters; Linda Carte, Alice Blastorah, Manali Kulkarni, art directors; Aimee DeParolis, producer. Production Someplace Nice Pete Henderson, director; Chilo Fletcher, Estelle Weir, exec producers; Jonny Cliff, DP. Editorial Ricochet Matt Dell, editor. Music/Sound Ricochet Post Alter Ego Eric Whipp, colorist. Casting Jigsaw Casting Shasta Lutz.
Director Marc André Debruyne--who’s handled by production house Open Swim for U.S. representation--brings Coca-Cola’s legacy of celebrating holiday traditions to life in this campaign spotlighting Filipino Balikbayan boxes. The spot--out of Toronto agencies Taxi and VML--features Tita Rosita, owner of the oldest Filipino-Canadian grocery store in Toronto, whose much-adored shop was wrapped like a massive Coca-Cola-themed Balikbayan box as she prepared hundreds of boxes for customers to send their loved ones, with Coca-Cola paying for the boxes and the cost of shipping them to the Philippines. The spot is a testament to the brand’s prevailing facilitation of cultural and generational connectivity, especially during the holiday season.
The collaborative project--produced by Toronto production company MOWAD--was particularly special for Debruyne, who’s Filipino, because of the large presence of Filipino crew members on set. “It’s a totally surreal feeling when a work project crosses over into your personal life. It’s not too often that happens,” shares Debruyne. “The number of Balikbayan boxes I’ve sent home since I was a child, being surrounded by so many Filipinos on set – both crew and cast, and even being served pancit by Tita Rosita for lunch (and getting yelled at after because I didn’t have seconds) brought back so many wonderful memories of my mom. It was such a fun vibe on set. This wasn’t even a job, it was truly something special.”
