Some cities have famous monuments. Some towns have historical relevance. Mount Pearl, the smallest city in Newfoundland has free parking. Newfoundland agency, Target, has created an ad for this town on the far east coast of Canada as part of the city’s economic development marketing campaign. An ad that understands the power of entertainment to hold an audience. It’s a rap music video.
The campaign is a rap music video. A very humorous rap music video.
Knowing the city’s administration is open to unexpected ideas, Target suggested a rap video as a fun way to help put “the Pearl” on the map. Because the people of the Pearl are so proud of their city, everyone got on board in an instant.
“Mount Pearl may be an unknown place, in an unknown place (Newfoundland), but they are very progressive in their thinking and approach. They are all about humanity not bureaucracy,” commented Jason Hill, creative director at Target.
“Mount Pearl is not a big place but what they do have is who they are – a small city with a strong sense of home and sense of humour, which is refreshing in the current global political landscape.”
The video was shot over two days and features citizens aged eight to 88 giving their best Mount Pearl stance – including the Zamboni guy, the city’s swimming seniors and a woman who just happened to be taking her mini pony for a walk. City chief administrative officer, Steve Kent, who was once named by Maclean’s Magazine one of the Top 100 Canadians to Watch in the Next Century and himself a former Mount Pearl Mayor, donned his PJs to toss some trash with swagger. The shoot was so exciting that a fog machine set off the fire alarm at City Hall. But that just meant the firefighters got their own cameo, too.
It’s fun and whimsical but the video has serious purpose. It is meant to draw attention to all that Mount Pearl has to offer and make the city stand out from the crowd.
“Most governments get caught up with red tape and bureaucracy, but Mount Pearl is making things happen,” stated Mayor Dave Aker.
“The City has a non-traditional way of thinking – a city that is truly people-friendly and business-friendly. It’s not part of our DNA to stand still, waiting on reports, having meeting after meeting, or having people fill out form after form. Our team aims to uncomplicate things for our residents and businesses.”
The Mount Pearl Anthem is available on iTunes and is coming soon to Spotify. “Because why not,” Target noted.
Creative Director: Jason Hill
Art Director: Grant Cleland
Copywriter: Sean Atkinson
Producers: Jessica Hill & Jane Hall
Group Account Director: Jessica Hill
Account Director: Jane Hall
Strategy: Jessica Hill & Jane Hall
Director & Cinematographer: TJ Derry
Production Company: Dead Icon Collective
Audio House: SNDWRx
Music Producer & Composer: Didier Tovel
Executive Producer: Alison Lawee
Editing: Rooster Post Production
Editor: Dave De Carlo
Assistant Editor: Sarah Carlisle
Executive Producer: Melissa Kahn
Colour + Finishing: Dave De Carlo
VFX: Taylor McWade & Dave De Carlo
A.G. Bell Animation: Kate Ballard @ Fort York VFX