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    Director Phil Brown, FCB Canada Realize “Weightless” Wish For Bank of Montreal

    By SHOOTUpdated:No Comments2382 Views

    Elite wheelchair racer, actor and stuntman Josh Cassidy floats in a simulated zero-gravity chamber in Bank of Montreal’s (BMO) newest TV ad, which invites Canadians to wish it forward for a friend, family member or their community, at BMO200.com to help mark the bank’s 200th year. 

    In “Weightless,” Cassidy portrays a man floating in zero gravity while his wife watches with joy. The ad cuts away to reveal that the man uses a wheelchair, and that his wife had used BMO200.com to wish he could fly. 

    “We asked FCB to help us encourage people to participate in our anniversary by making a wish for someone they love, or their community” says Connie Stefankiewicz, chief marketing officer, BMO.  “When they presented the concept for ‘Weightless’ as an expression of the feeling we’re trying to create, it moved us. We loved how deeply personal and human it was and how it will inspire people to dream big when they make a wish.”

    BMO plans to grant a variety of wishes throughout its 200th year in business as its bicentennial fountain travels from Toronto to Chicago and Montreal. So far, more than 18,000 wishes have been tossed into the bank’s digital fountain with the top three wishing categories being “Family”, “Happiness” and “Community”. 

    Nancy Crimi-Lamanna, chief creative officer at FCB Toronto, said, “In this spot, we tell the love story of a couple and the transformative power of wishing for something greater than yourself.”

    The ad will appear on Facebook and YouTube, as well as on TV during Toronto Raptors and Toronto FC games. 

    Credits

    Client Bank of Montreal Agency FCB Canada, Toronto Nancy Crimi-Lamanna, Jeff Hilts, chief creative officers; Shelley Brown, chief strategy officer; Jeremiah McNama, Andrew MacPhee, group creative directors; Nimy Leshinski, sr. copywriter; Gira Moin, art director; Tess Waisglass, producer; Anick Rozon, French producer. Production Untitled Films, Toronto Phil Brown, director; Lexy Kavluk, Peter Davis, exec producers; Chris Mably, DP; Trudy Turner, line producer. Editorial Saints Griff Henderson, editor. Postproduction Alter Ego Music/Sound Apollo  Song: “What If” Michael Mooney, English singer; Baptiste, French singer; Annie-Claude Navert, lyrics and music. Casting Powerhouse

    Media Type:Commercial: Television
    ScreenWork Categories:Commercial
    Video Tags:FCB CanadaPhil Brown



    Vanish, BETC Havas and LOBO Reveal The Invisible Stains Of Bullying

    Thursday, February 20, 2025

    Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.

    The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.

    This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.

    The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.

    “Research indicates that stains on a uniform can... Read More

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