See the Painfully Funny Science Museum Ad That Was Too Violent for Canadian TV

Man takes a licking, keeps on ticking

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.

Credits below.


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