Skilled Trades College of Canada (STC) has introduced new advertising featuring Toronto Raptors star Scottie Barnes, this time joined by the team's longtime colour analyst Jack Armstrong.
It represents yet another commercial project for the pair, who are also currently appearing in a series of ads promoting the Google Pixel.
The new campaign was created in partnership with Shadow Lion, the L.A.-based creative studio launched in 2017 by a group that includes NFL legend Tom Brady.
The campaign features 30- and 15-second ads airing exclusively on the Bell Media-owned news channel CP24. Marketing was led by Canadian AOR NewPath Sports and Entertainment, supported by The Influence Agency for social, and Art PR.
Barnes first partnered with the GTA trade school in his rookie season, producing a scholarship in his name that offers a full-ride for four BIPOC youth for the next three years.
The new spots highlight the benefits of enrollment, with Barnes appearing as a contestant in a Family Feud-style game show, with Armstrong as the host.
The NBA star correctly answers a question about the trade professions that enable someone to earn more than $100,000 a year (all trade skills that can be learned at STC in a 12-week accelerated program), despite his never having attended the school.
“I’m just passionate about the skilled trades,” he says, as the super directs to STC’s website. To further demonstrate the practicality of these skills, the set was constructed entirely by STC students.
“The game show was a really fun way to discuss the trades, and a great reminder for everyone how valuable they are and how they can offer an amazing career path,” said Barnes in a release. “My ongoing partnership with STC is important to me and I’m so proud to support the next generation of black and indigenous trades through a $250,000 scholarship program.”
NewPath suggested Shadow Lion as a partner, believing it could elevate the conversation around the importance of trades with a fresh perspective, STC’s president and founder Ralph Cerasuolo, told Campaign.
“Like Skilled Trades College, Shadow Lion for some time was the quiet, under-the-radar creative agency. The team is made up of young, smart driven professionals that listen to the same music as our students, wear the same clothing brands as our students, and watch the same live sports and events as our students,” said Cerasuolo.
“They injected new ideas and concepts that were welcomed in this market. More importantly, they understood the trades and our purpose on why we believe the trades is a noble, honest, hard-working career.”
The new campaign comes after SCT announced a one-year sponsorship agreement with UFC in January. As an official partner, it will receive brand integrations within UFC’s live events in Canada, including placement inside the octagon, and in-venue booth activations.
