RBC conducts Toronto film festival campaign
By Adnews Staff
BBDO Toronto has developed a series of commercials for RBC tied to its support of the Emerging Filmmaker program of the Toronto International Film Festival. The three 30-second ads will play before movie premieres during the festival, supported by billboard, print and television ads that broke in the second half of August. The creative depicts a character named Uncle Marv who provides assistance to young filmmakers. The first execution depicts Uncle Marv furnishing a helicopter to a filmmaker who can't afford a crane shot. In the second ad, the character fills a theatre with an audience of film industry personnel. In the final commercial, Uncle Marv convinces a film executive to reconsider a screen writer's script. Each ad ends with the tagline, "Not everyone has an uncle in the biz."