The Work
N.L. Tourism "Our Song" by Target
A response ad showcasing the beauty of Newfoundland and Labrador with the traditional folk song "I'se the B'y."
After vacation rental company VRBO ran a humorous Super Bowl ad with the traditional folk song "I'se the B'y," many Newfoundlanders were offended by the misportrayal of their culture and home. N.L. Tourism's long-time AOR Target responded quickly with a spot that placed the song against beautiful scenes of the province. The 30-second ad was produced and approved within 22 hours of the Super Bowl spot airing.
Since VRBO's ad portrayed "I'se the B'y" with uncomplimentary imagery, Target commissioned a local performer, Gordon Cormier, to record his own heartfelt rendition.
CREDITS
Brand
Agency
Creative Director
Associate Creative Director
Copywriter
President
Account Director
Strategic Planner
Agency Producer
Editor
Music