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RBC Olympic Torch Relay Sponsorship: Flame Trail

In support of the 2010 Olympic Winter Games, The Royal Bank of Canada has sponsored the Olympic Torch Relay on its route across our vast country of Canada. It is to be the longest torch run in the history of the Olympics, and this spot was produced to create anticipation for the event and to capture the spirit of these moments leading up to the Games.

Advertising Agency: BBDO Toronto, Canada
Agency Producer: Dena Thompson
Creative Directors: Carlos Moreno, Peter Ignazi
Copywriter: Craig McIntosh
Art Director: Jaimes Zentil
Director: Chris Sargent
Production Co & City: Soft Citizen
Producer: Ed Callaghan Exec. Producer: Eva Preger
Director of Photography: Chris Sargent
Post Production & City: Transfer: Fergus @The Mill NY, Conform: Andy @ SOHO Post
Editor & Company: Ross Birchall, Bijou Editorial. Toronto
Music & Music Publisher: Apollo Music

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16 comments

gmint7's picture
gmint7
2685 pencils

the suit guy spoils the whole ad.

:::J:::

thedesignaddict's picture
thedesignaddict
5329 pencils

Nice execution. The back end looks like ass.

alexander_bickov's picture
alexander_bickov
3279 pencils

Agree

Flurb's picture
Flurb
247 pencils

The line is what ruins if for me. The word "Funny" to be more specific. It's such a nicely shot, dramatic ad ... until "Funny how a single flams.." comes up. I would have said something like "Amazing how a single flame..." Funny doesn't fit with the tone.

michdec's picture
michdec
440 pencils

I agree the line spoils it for me

yippieeyyeah's picture
yippieeyyeah
43 pencils

Agree. Would have done it with "RSBC official sponsor of …" and no suit guy.

Jaap Grolleman's picture
Jaap Grolleman
7004 pencils

Yes suit guy is stupid, but the copy as well.

CrackerJackWorks's picture
CrackerJackWorks
10079 pencils

i still think it's a wonderful thought.

cef's picture
cef
547 pencils

it would be perfect without that man.

brandingworthspreading's picture
brandingworthsp...
648 pencils

I would definitely take out the word funny. I'm sure the suit guy was forced by the client. Nice job.

silvi's picture
silvi
4172 pencils

Perfect without the final and the "funny" word.

Madeinmelmac's picture
Madeinmelmac
116 pencils

nice

K.I.D_PUNK's picture
K.I.D_PUNK
151 pencils

LOVE IDEA.

rockfive's picture
rockfive
44 pencils

NICE idea

Tommy G.'s picture
Tommy G.
897 pencils

I LOVE it

Guest's picture
Guest

anyone know what the song playing in the background is?

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