Eye of the Squirter

30 seconds or less - Single

2014

TAXI Canada

Company: TAXI Canada Executive Creative Direction: Lance Martin Creative Direction: Jeff MacEachern Art Direction: Mike Lee Writer: Mike Blackmore, Mike Shuman, Mike Lee Associate Creative Direction: Mike Blackmore Director, Cold Beverage: Leisha Roche, Kristi Murl VP, Grocery and Beverage: Chris Bell Associate Brand Manager: Lindsay Rogers Design: Mike Lee Agency Producer: Ben Sharpe Production House: Steam Films Production House Producer: Andrew Graham Production House Executive Producer: Krista Marshall, Jenn Sykes Production Design: Michael Walker Cinematographer: Tico Poulakakis Video Post Facility: The Vanity Editor: Sean Cochrane Editing Company: Posterboy Edit Compositor/Online: Sean Cochrane Special Effects: Sean Cochrane Animation: Josh Clifton Colourist/Transfer: Alter Ego Audio Post Facility/Music House: Eggplant Collective Music/Sound: Adam Damelin Managing Director: Daniel Shearer Account Director: Shazeen Pirani Account Manager: Zak Usher, Andrea Wong Media Agency: Mediavest Media Agency Planner: Fatima Hyder Director: Benji Weinstein Client: Kraft Canada

To help build on the success of our launch of MiO Sport, we wanted to do something completely unexpected in the world of sports drink marketing. We transformed Calvin, the much-loved office worker from our previous commercials, into an elite athlete and set his adventures against the world-famous sports anthem Eye of the Tiger. The end result was Eye of the Squirter − a hyperbolic demonstration that there truly is a squirt for every sport.

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