Christie Refugee Welcome Centre - Reverse rant / Don Cherry (2020) :30 (Canada)

This radio spot takes an infamous rant against refugees by iconic hockey commentator Don Cherry that polarized our country during hockey season (while there was a hockey season) and deconstructs it to turn it into a positive statement, using only his words.

Yes, it's a clever reversal, a bit like  the "Truth" ads from RECREAR that reverses the copy which won a silver in Cannes back in 2006.  Except this one is of course based on a real soundbyte, that with some smart mixing changed meaning completely. Very clever. 

Agency: Agency59 Toronto

CCO: Brian Howlett

CW: Nick Blagrave


Production House: Grayson Music Group

Voice Director: Chris Cobain

Sound Engineer: Vlad Nikolic 

Producer: Nicholas Shaw

Client: Christie Refugee Welcome Centre

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