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Additional Posts in Ad fish in Toronto 🐠
How’s Ogilvy these days. Heard the CCO left.
What’s it like at Camp J these days?
Toronto ad fish 🤠 I’ve spent most of my career working as a copywriter in London (6 years here, 2 years Toronto) and the market is pretty different here. I’m planning on moving back home but wondered….how do you find work in Toronto? Agencies barely post openings, is the recruiter scene strong? Is it mostly who you know?
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They’re both pretty hard to watch for me. The craft isn’t there. Both end lines are such meaningless letdowns. And really don’t say anything of value.
I’d say air canadas is a bit more coherent. And at least has some connection between story and brand/service. Tim’s is a real headscratcher. But to me these are both examples of brands trying to replicate a style of storytelling without doing the real work of understanding why. Or what they’re even trying to say.
Obviously both were made by very capable agencies. So not trying to knock anyone. Just seems like a situation where nobody had the tough conversations at crucial points of watering down or road blocking to say “is this still even working?”
Rising Star
both are lame john lewis lite trite... and from Canada's most despised brands no less
Air Canada is the absolute worst. They rip Canadians off to no end and their service is the worst. I’d be shocked if any advertising makes Canadians feel differently about the brand.
See the other post from yesterday. I think it’s clear.
Tim Hortons spot by Gut.
Plot twist: there's a bird storybook as a companion to the Tim's as, proceeds going to United Way. All so disconnected.
Does the Gut global management even care about the quality of Gut Toronto’s output or is it just a cash cow?
Air Canada is by far the least offensive. At least it's relevant to the brand
The Tims one is still a mystery
Rising Star
Except the AC one is sooooo loooooong for not having much of a story… could’ve been a 15
I hope they both spend a lot of their award show budgets on submitting these ads. It will improve my entries’ chances.