The Weather Network: Saskatchewan
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Advertising Agency: Reason Partners, Toronto, Canada
Creative Director: Peter Holmes
Copywriter: Peter Holmes
Art Director: Mike Mulik
Strategic Planner: Josh Somer
Project Manager: Josh Somer
Media Director: Ira Patil
Music: Peter Holmes and Igor Vrabac
Mix: Silent Joe, Toronto
Production Company: Grand Taste Productions, Toronto
Director: Steve Gordon
Director of Photography: Steve Gordon
Producer: Bette Minott
Editorial Company: Rooster, Toronto
Editor: Bob Kennedy
8 Comments
Wow, what a missed opportunity for the copywriter. The first one was pretty darn good. But all of them with the same copy? Really?
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"I love some things, and don't love some other things."
I'm with you, Sirvan. The CD/CW must've gotten lazy. I can't think of any other reason why they would use the same copy in all 4 spots. What a shame.
I was the planner for this campaign. The reason that the copy is the same is because each spot only runs in a specific geographical market. Viewers don't see all four spots (unless they travel out of province). We wanted it t be the same messaging but with an ending unique to the viewer's location.
Josh Somer
Makes sense. Thanks for clarifying it.
Dear Peter Holmes and Josh Somer,
I'm going to go out of character here and make a suggestion: instead of ending the copy with a decent "...we couldn't have forecast a fine day in Saskatchewan, for doing nothing, at all," turn the message on its head for a viral version and end the spot with "...we couldn't have forecast a fine day in Saskatchewan, for doing fuck-all."
It spices up the campaign a bit, at least for a viral.
Kind regards,
Reality Check
It makes sense, kind of. Regardless, you should've done it both ways. It would've only cost you the copywriter's time, and a few hundred bucks in the recording booth.
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"I love some things, and don't love some other things."
I like it - the constant copy over varied locations (and beautiful location shots at that) - which after the second one makes me want to see the next one and looks forward to the charming difference in each ending. Apt, I feel, since it is all about the weather network.
Too bad the copy's the same in each spot.
Plus the satellite shot looks really fake(ish) next to the beautiful shots that preceed it.