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High Five in association withhigh five
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High Five: Bunch of Stuff I Cobbled Together Because I Almost Missed the Deadline

16/11/2022
Advertising Agency
Toronto, Canada
1.1k
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Peter Ignazi, CCO at Diamond, instinctively recalls some of the most memorable and imaginative projects he has seen over his career

What!? This is due today!? OMG, I’m fucked. Okay, fine...um...think, man! Okay, calm down - you have 'til the end of the day. Oh bollocks, the end of the day in the UK is five hours ahead! Or is it six? Don’t Google that, you don’t have time! I need to work on my procrastination issues. I’ll add that to my therapist list. Stop thinking! Write! Okay fine, here goes...



Skittles - 'Piñata Man'

Agency: TBWA\Chiat\Day New York
Production: MJZ
Director: Tom Kuntz
Post: The Mill New York x Company 3

Funniest ad ever made. "I’m just like everyone else!” Every word is perfect in this. The costume. The performance of the dude. To quote GOB from 'Arrested Development', who was popular at the time this ad was made, COME ON!



Toys R Us - 'Imagination Included'

Agency: Broken Heart Love Affair
Production Company: The Salmon
Director: Mike Warzin
Post: The Vanity
Editorial: Saints Editorial
Sound: Berkeley

Funniest ad I’ve seen recently. There was a huge war going on over the past two years in the homes of the world. Bored, sequestered children vs frantic, frustrated parents all clashing on the battlefield of screens. Without screens you were left with no choice but to rely on your children’s imagination to entertain them. But imagination seems to have died with the invention of YouTube. Or does it have one last gasp? Toy’s R Us with this hilariously, darkly funny spot proves they’re the last recourse to turn to in the battle to save Mr. Ferguson.



The Score Bet - 'Skyline Seats'

Agency:  Diamond SDI
Production: Dinner in the Sky
Property: RBC Canadian Open


This is a cool thing my new agency did this summer. I just started at an agency two weeks ago and already they’re winning Clios. Ha! Just kidding I had nothing to do with this, just my awesome new team and clients. Diamond’s roots are in exceptional experiential. Ideas that get attention. And while we continue to expand this exceptionalness in all directions in the marketing world, we continue to shine in the field of out in the field. So many brands show up to the PGA Canadian Open, Diamond came up with the idea to raise the bar of experiential by literally raising the whole experience to new heights. (Wow, I really default to bad puns when I’m pushed for time…anyway) Fantastic!



Wendy’s - Grey Hair Logo



Something Canadian that got a lot of global press. One of our beloved newscasters, Lisa Laflamme, apparently got canned for letting her hair go naturally grey. The company denied it, of course. I don’t know their exact justification. She was an exemplary dark haired employee but apparently her performance started to suffer coincidently around the time that her hair colour was changed. Or they had to “restructure” the show - also coincidently around the time she got back from the salon. Anyway, the grey haired guys who run the place decided it was time to 'part ways'. Well, people didn’t like this. A few brave marketers jumped in with support. Wendy’s most jarringly. Wendy’s hair colour is her most noticeable brand feature. It made headlines the world over. 



Nike - 'Write the Future'

Agency: Wieden + Kennedy Amsterdam
Production: Anonymous x Independent
Director: Alejandro Gonzalez Inarritu
Post: The Mill
Editorial: WORK Editorial

Um…what else? World Cup!! Okay...everything but the kitchen sink is thrown into this masterpiece (including Homer Simpson with a dead on line as he gets nutmegged by Ronaldo). This is a soccer lover’s dream come true. Epic story. Amazing cameos. Sound, music, cuts. Gah! Perfection. It’s so expensive, lush and decadent. It’s like it was produced by Louis XIV.  And 'Write the Future' is a pretty good life lesson too!



Diet 7Up - 'Elevator Small Talk: Tony'


And a sixth option for good measure. Back to work? Back to beloved office characters! This was written by one of my favourite ad writers…me. It was created when we lived in a 3:2 aspect ratio world where we didn’t give a fuck what was going on to the left of you. I bring it back because I just started my new job at Diamond, and I’m going into an office for the first time in two years and starting to meet actual human beings again. In the zoom world, 'non-meeting small talk' among white collar colleagues had completely disappeared. Well it’s back, baby! Brush up!

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