President’s Choice has released a heart touching and thought provoking commercial for Canada’s 150th birthday, inviting people to put down their phones, turn off the TV, and eat together.
The spot, created by John St. Toronto ad agency, features a young woman who has the initiative to take a table out on the hallway of the apartment building and inviting her next-door neighbors to join her and her roommate. Soon, all the persons living on the respective floor, even the oldest one, come to sit with them, bringing their own tables and various dishes, specific for their culture, such as poutine, pad thai, paella and perogies, or just some wine.
The ad ends with the onscreen line “Nothing brings us together like eating together” and with the brand’s tagline, “Crave More”.
The song playing in the background is a cover of the 1965 iconic “What The World Needs Now is Love” (first recorded and made popular by Jackie DeShannon), performed by Sarah Blackwood from Walk off the Earth.
President’s Choice includes, in addition to financial services and mobile phones, a wide variety of grocery and household products, that are available across the company’s various retail banners, which include Loblaws, Loblaw Great Food, Provigo, Dominion, Real Canadian Superstore, No Frills, Maxi, Extra Foods, Atlantic Superstore, Your Independent Grocer, Zehrs Markets, Fortinos, Shoppers Drug Mart, and Valu-mart.