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Wheels – The Most Viral Ad of 2017

December 10, 2019


Wheels – The most viral ad of 2017 I pick up broken call
running through though I don’t have any when the best of us steps up our nation
stands a little taller we all play for Canada the world’s most viral commercial
of 2017 is this little story with big intentions that imagine a better world
it has been viewed without so much as a penny of influencers support in a
hundreds of millions of times and with 3.8 million shares it has been shared
more than twice as much as this year’s top ten Super Bowl commercials combined
now there’s not a client in the world that doesn’t ask me how do you make a
commercial that goes viral it’s everybody’s intent because the intent is
to create something that makes people feel and feel on a basis that transcends
languages and politics and everything else and while I would be disingenuous
if I stood here and said there wasn’t an element of timing or perhaps a small
element in luck in this commercial wheels going viral it’s also important
to note that there were some solid storytelling principles behind the film
we made the first was authenticity authenticity and advertising is
everything just have a look at these kids we cast these kids as real kids we
don’t look for modely actors we look for real children and we put them in
situations where they can behave in a very natural way the second aspect of an
important story is confrontation a commercial should end in a great place
but that’s not to say it has to begin in one in this story an able-bodied boy
chasing down his basketball is suddenly confronted with a boy in a wheelchair it
is a moment of confrontation for a reason because it creates empathy in the
audience the next principle of the storytelling is creating tension the
mysterious appearance of the basketball on the boys porch is vital to the story
who put it there and more importantly and perhaps even
sadly what will happen when the boy wheels that basketball around the corner
to encounter a game he cannot play revelation this is the critical piece
because what the boy actually encounters is a game that has been made to invite
him in it is a moment of empathy and creativity and kindness the final
thought that brings us commercial to another level we believe is inspiration
there is minimal dialogue in this story but the use of meaningful words kicks
the story up to a bigger meaning when the best of us steps up our nation
stands a little taller it reminds us that small acts of kindness beautiful in
their own right you have nation building implications leading to the words that
inspire us all to contribute to something bigger than ourselves we all
play for Canada a great story someone once remarked is not about the story
itself but rather about this story it sets in motion in the minds of those who
experience it keep your stories real keep them insightful and above all keep
them human the world you

9 Comments

  • Reply FC Autos September 8, 2017 at 2:13 pm

    " Keep your stories real. Make them feel." – Great stuff guys, congrats!

  • Reply MJ March 7, 2018 at 1:37 pm

    Actually it's been scene 201,521,460 + 5691 from your repost! {o} {o}

  • Reply alejandra andy March 30, 2018 at 12:52 pm

    Hola alguien sabe como se llama la película

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  • Reply Ruby Rayne July 15, 2018 at 8:29 pm

    Great ad. Appreciate how you share your creative process. Thank you. <3

  • Reply Fressia January 22, 2019 at 11:30 pm

    Alguien sabe como se llama la canción???

  • Reply John x February 26, 2019 at 1:10 pm

    I love feel-good ads. Reality, though, is rarely like this. I believe we create stuff like this and allow ourselves to experience that delicious glow as a surrogate for taking the actual step of going out of our way to welcome and befriend a person with a physical or mental disability. An otherwise beautiful and intelligent woman who has a limp in her walk will never be married. A young man with mild cognitive impairment will be a loner for life. Nature’s way of assuring only the fittest will add to the human gene pool.

  • Reply Lucas Vitor November 24, 2019 at 12:13 am

    Always excellent. Good message. Always in a Canadian way.

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