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


Robert Goldrich
Tuesday, Apr. 4, 2017


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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. 


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

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