The Ontario Tourism Marketing Partnership Corporation (OTMPC) recently launched their first spot for the Pan Am Games, happening in Toronto, summer 2015. To say it’s ‘epic’ is a bit of an understatement. Watch to see what I mean…
This ad comes at the perfect time to help bolster Toronto’s flailing image, amid the hysteric circus that is city hall and the less-than-positive mayoral race happening in advance of voting this coming October. While the ad is meant to “[communicate] the scale, intensity and drama of the games [and] ultimately, to build tourism awareness and drive attendance,” per FCB’s website, the agency responsible for this spot, FCB would be smart to note that while this ad works well for potential visitors, it can also help become a beacon of pride for us civilians who are a little less than proud of our city as of late. (I’m sure they’re quite aware of this fact. ;) )
I’d love to see more work in this vein that shows off Toronto, perhaps less on a dreary day? Of course, for this spot, the mood works really well to make it a dramatic piece, but it doesn’t exactly show off our stunning cityscape or beautiful buildings.
Regardless, a powerful spot and very well done. I noticed a few familiar names on the list of agency folks (hi Mona and Rob!) and I’m looking forward to what will hopefully be more content from this campaign.