At its best advertising is the story of our times. By capturing broader shifts in culture and style, it can reveal society’s changing values and moods. A good ad takes the pulse of a nation, market, key demographic, and plays it back.
Which is what makes Toronto’s latest tourism ad so compelling.
Released this morning, the minute-long spot is heavy on the “civic swagger,” according to Andy Weir, executive vice president and chief marketing officer for Tourism Toronto.
Aimed at American travellers, the ad has already been called one of the best city ads, ever.
And yeah, it is lit.
You can compare that to this Tourism Toronto ad from 2012. That does not look like a place that I want to live. There’s a distinct Open Mike with Mike Bullard vibe here, and I think we’re all happy to see that leave.