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Scotiabank releases new commercial

Scotiabank has released a new commercial called “Perfect Morning” promoting its StartRight program for new Canadians. Developed by Rethink, the 30-second ad depicts a couple from India describing when they first felt at home in Canada. The ad is running in cinemas and on specialty television channels, accompanied by 15- and 10-second versions in English, French and Hinglish. The campaign also includes online video, digital advertising, print ads, out-of-home ads and social media content. Media work is being handled by PHD.

“This is our third year highlighting the stories of new Canadians,” said Michelle Spivak, group creative director at Rethink. “The story we’re telling this year stems from a truth that immigrants from any country can relate to: that settling-in is less about where you are or the things that you have, but about when you finally find friends to experience it all with.”

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