Canadians have been faced with some of the longest pandemic lockdowns and restrictions. As restaurant and bar patios reopen, many Canadians may have forgotten how to “patio” and may need a refresher course on simple etiquette in that dining venue. Boston Pizza, the restaurant brand with the most patios in Canada, is here to help via this tongue-in-cheek campaign from Toronto agency john st. that retrains customers on things they’ve forgotten. The centerpiece of the campaign is a 72-page manual featuring articles and infographics on such things as protecting your beer from patio wasps, ordering from a real human server, and pulling apart coasters.
There’s even a phone-in hotline and this TV commercial/online video.
“The Boston Pizza Patio Retraining Video” was directed by Ben & Dave via production house Partners Film.
CreditsClient Boston Pizza Canada Agency john st. Cher Campbell, chief creative officer; Cam Boyd, creative director; Gabrielle Soucy-Girard, associate creative director; Carol Hung, graphic designer; Michelle Orlandi, art director; Tim Morrison, Beatrice Rea, copywriters; Daavi Wong Wolfson, strategist; Raquel Rose, producer. Production Company Partners Film Ben & Dave, directors; Aerin Barnes, exec producer; Amalie Bruun, line producer. Editorial Saints Cam Lasovitch, editor; Mackenzie Godwin, producer. Online Darling. Audio Eggplant
Top Spot of the Week: Samsung, BBH Singapore, Director Rhys Thomas Get Fit For A Surf Holiday
Samsung’s new global campaign from BBH Singapore, featuring Samsung Health and Galaxy AI, tells the story of a young professional couple who compete to get fit for a surf holiday.
Titled “A Samsung Health Story: Racing to Fiji,” this film taps into Gen Z’s wellness dilemma and the fact that they can often find health information overwhelming; in particular, BBH Singapore took inspiration from young people who reference their “quarter life crisis” on social media. This film tells the story of Stacey and Steve who decide to go surfing in Fiji, something they did five years ago but haven’t done since they started their jobs. However, there’s one problem: they need to get fitter first.
Featuring a range of Galaxy products powered by Galaxy AI, they rebuild their fitness to prepare for the trip, competing playfully to spur each other on. We see them comparing their Energy Scores (a new feature on the Samsung Health app), recording their runs and swims on their Samsung Galaxy Watches, trying and failing to get fit at work and on their commutes and striving to improve in the run up to the trip. When they get there, however, there’s a fun twist, and the film ends on a cliffhanger.
The ad is expected to be the first in a series, which will develop the characters and their “world” in future episodes. This longform (two-and-a-half-minute) version of the spot delves deeper into the storytelling, in a fresh approach for Samsung’s product campaigns, while the shorter edits focus on driving exposure to specific features.
BBH Singapore also leaned into the entertainment aspect of the spot; it was directed by comedic specialist Rhys Thomas at Stink Films, who has a major TV background. Best known for his work on Saturday Night... Read More