Sport Chek Ad Burns Extra Hot Following US Loss to Canada

By Matt Van Hoven 

You have to pay attention to the background details in this spot from BOS in Canada. The flags waving wildly, for instance, tell you that the couple are at some American place of business. Why the guy is disassembling their car &#151 we can only assume the pair were locked out they’re at customs. And then, ha ha, joke. In retrospect I regret posting this ad.

Agency: BOS, Toronto
Co-Creative Director: Gary Watson
Co- Creative Director: Chad Borlase
Group Account Director: Sebastien Moise
Account Coordinator: Maddie Gauthier
Director: Wayne Craig
Production Company: Holiday Films, Toronto
Executive Producers: Derek Sewell, Josefina Nadurata
Line Producer: Lawrie Badger
Director of Photography: James Gardner


Editor: Graham Chisholm
Editorial Company: Relish, Toronto

Online: Patrick Coffey, 567, Toronto
Colorist: Gary Chuntz, Notch, Toronto