SOBEYS

This piece is less of a commercial, and more of a tableau. Truly the simplest spot I’ve ever produced, I think. What makes it interesting is that that wasn’t by design. We had cast a Mom character. The reco and backup options were rejected by client (as happens), and ultimately we were saddled with talent that … wasn’t stellar. So after banging our heads against the wall on the day, trying to coax a fitting performance out of her, we had an emergency post-PPM on set, and decided to cut the talent from the scene, and rejig the action so that the whole piece became a Rockwellian holiday postcard of a moment. You gotta be able to roll with the punches in this biz and offer up creative solutions on the fly. We did exactly that, AND still got trucks off the street by 11 pm!