(Superadgrunts only) The concept is an commercial adapt of a short film made by the same writer/director in 2003.

Agency: Ogilvy & Mather, Toronto
Production: Steam Films, Toronto • Post-Production: Panic and Bob, Toronto
Creative Directors: Janet Kestin/Nancy Vonk • Art Director: Mike Kirkland/Tim Piper
Copywriter/Director: Tim Piper • Agency Producer: Brenda Surminski
Producer: Joan Bell • Director of Photography: Glen Keenan
Editor: Michelle Czukar • Music/Sound: Vapor • Transfer: Demetri Kitsopoulos


about the author

claymore Creative Director, copywriter and ad connoisseur that has been riding the wild surf of advertising in style, panache and grace for two decades.

Comments (4)

  • Dabitch's picture

    Ahahah, that was a great little film on that old escalator joke Swedes usually tell about Norweigans (and Norweigans probably tell about Swedes.) Very funny.

    Also, Becel? Wow, becel do utterly horrible testomonial ads around here.

    Feb 16, 2006
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    Wonderful observation, nicely shot, okay acting, but wtf has this got to do with Becel? A classic Ha-ha-ha-What?


    Feb 16, 2006
  • backwrite's picture


    I assume Becel is running some sort of heart-health promotion whose connection with margarine, absent any other information, is indeed obscure. But the spot as a vehicle to promote the heart-health thing itself? Genius.

    Feb 16, 2006
  • MaryWills's picture

    An interesting idea. But I have trouble making the connection between heart health and not being able to climb 4 steps.

    Feb 16, 2006

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