The ad was turned around within 22 hours of VRBO’s controversial Super Bowl spot.
by Chris Powell | October 08 2024
“Our Song,” a quick-response ad for Newfoundland and Labrador Tourism created by Target Marketing & Communications, was named Best of Show at last week’s ICE Awards honouring the best creative and design in Atlantic Canada.
The ad was created in response to a Super Bowl spot from the vacation rental company VRBO called “I’se the B’y.” Set to the beloved folk song of the same name, the ad showed travellers arriving at Newfoundland accommodations overrun by farm animals, as a way of demonstrating that its accommodations are reliable.
Newfoundlanders complained that the ad was an inaccurate depiction of the province and its people. Sensing an opportunity, Target, the longtime creative agency for the provincial tourism authority, created the response ad, which debuted within 22 hours of the controversial Super Bowl spot.
“Our Song” also picked up a pair of Digital golds in the Social Media and Breakthrough subcategories.
A total of 111 awards were awarded in 40 categories at the annual show, held at a sold out Light House Arts Centre in Halifax.
The complete winners list can be found here.