OMDC taps Metric for feel-good TV spot

Lead singer Emily Haines narrates the one-minute spot, which highlights Ontario-made talent and media.

The Ontario Media Development Corporation (OMDC) has a new tool in its promotional kit: a one-minute TV commercial entitled ‘We’ve Got it Going ON.’

The fast-paced, music-driven ad showcases about 80 Ontario-based examples of the province’s expertise in the production of film, TV, print, visual effects and new media.

The commercial, which features cameo shots of David Cronenberg and hip hop star Drake, as well as references to foreign location shoots for films like The Hulk, Chloe and Barney’s Version, is streaming on the revamped OMDC website and also as a 30-second version on TV.

The TV spot will air on CTV, CBC, Global and others, and will have time during the Oscars and the Junos. As part of the two-pronged approach of the OMDC, the ad will also appear on the Business News Network, Karen Thorne-Stone, president and CEO, OMDC, tells MiC.

‘Our goal is to try to speak to consumers at large and wow them a little bit, surprise them with the fabulous content and technology that’s built here in Ontario and encourage them to go out and buy an Ontario-made book or film,’ she says. ‘From a business angle, we’re hoping to get Ontario businesses looking at this sector as companies that can provide services to them as they try to bring their companies online and mobile, as well as seeing the opportunity for investments and international partnerships.’

The campaign was created by Toronto ad agency Brandworks and will be supported by print and online ads in a variety of Canadian, US and UK publications. The Province of Ontario’s MAOR ZenithOptimedia handled the buy and Argyle Communications is doing the PR.

The OMDC will also have print ads in a mixture of trade, business and consumer publications, some of which will be distributed internationally.

Online, banner ads will run on a wide variety of sites, including, and on the Olive Media network. There are also ads geo-targeting visitors in the US and UK.

The ‘We’ve Got it Going ON’ video features a soundtrack by indie band Metric, and a voice-over by the band’s singer Emily Haines.

From Playback Daily, with files from Media in Canada