The guy in this sublimely sophomoric spot for a Vancouver science museum should be in a world of hurt.
Yet he smiles and shrugs off a nail through his shoe, a bitey dog, a neighborhood kid's expertly executed kick to the crotch and a couple of even more potentially painful (probably deadly) indignities. His resilience throughout his 30-second odyssey, promoting Science World at Telus World of Science, is explained at the end with a little scientific factoid. (The wimpy Walmart clown could learn a thing or two from this guy.)
This latest installment in the client's "Now You Know" campaign from ad agency Rethink was deemed too violent for TV by the Television Bureau of Canada. Of course, that's the perfect formula for maximizing press coverage and interest on the Web.
Among the campaign's many notable past efforts, you might recall these racy ads from 2012 that promoted a "Science of Sexuality" exhibit and scored significant media exposure.
After 15 years on the business, Rethink's got this stuff down to a science.
Client: Science World
Creative Agency: Rethink
Creative Directors: Ian Grais, Chris Staples, Rob Tarry
Art Director: Felipe Mollica
Writer: Morgan Tierney
Broadcast Producer (in house): DW
Account Services: Solomon Gauthier
Production Companies: OPC//FamilyStyle, Reco
Director: Chris Woods
Executive Producers: Harland Weiss, Donovan Boden, Liz Dussault, Michael Haldane
Director of Photography: John Houtman
Line Producer: Darrin Ball
Postproduction House: Cycle Media
Editors: Rob Doucet, Mathew Griffiths
Audio House: Vapor Music
Producer: Kailee Nowosad
Engineer: Andrew Harris
Visual Effects: Crush