We’ve covered past john st. efforts, original campaigns that are usually quirky and honest without forcing the issue. The Toront-based agency’s newest fare, “Earth Hour Cheerspiration,” comes on the heels of a WPP takeover. And even though it’s too early to thumb the corporate acquisition for a change in creativity, “Cheerspiration,” as you can see in the above video, lacks the off-beat humor we’ve come to expect from john st.
The spot is meant to promote Earth Hour for WWF Canada, when those interested will conserve energy by shutting off all lights for one hour on the night of March 23 (for reference, check out this previous Earth Hour work from TVF and Hot Chip). Associating the unwavering pep of five loud cheerleaders with an important cause seems misguided at best, especially since it’s not easy to understand their hollering and, well, they’re cheerleaders. They’re stereotypically dumb–not saying that’s true–and only likable to jocks and teenage girls who thought Bring It On was a great movie. Not sure what the connection is to Earth Hour–maybe there is no connection? But if that’s the case, then why?
Dare I say it…even couchgating was more entertaining, and that’s been my gold standard of witless advertising. Here’s to hoping for better work next time, john st. Two more “Cheerspiration” spots and credits after the jump.
Creative Directors: Stephen Jurisic and Angus Tucker
Copy Writer: Keri Zierler
Art Director: Hannah Smit
Agency Producer: Cas Binnington & Alisa Pellizzari
Account Service: Amelia MacGregor and Melissa Tobenstein
Brand Experience/Planning: Allison Coggins
Director: Shelley Lewis
Production Company: Suneeva/Asymmetric
Exec Producer: Geoff Cornish/Jason van Bruggen
Line Producer: Kristina Anzlinger
Digital Production: Marc Cattapan/Bogdan Chmielewski – john st.
Digital Production: Tim Willison – Oddly Studios
Exec Producer: Stephanie Hickman
Editor: Melanie Hider
Post Production: Alter Ego
Exec Producer(s): Greg Edgar/Jane Garrah
Audio House: Vapor Music
Creative Director: Joey Serlin
Exec Producer: Gavin Nevsky
Head Engineer: Julian Rudd
Casting: Jigsaw Casting
Casting Director: Shasta Lutz