I Won’t Apologize:
The Not Sorry List
Canada lives up to many stereotypes. Top of the list: elongated vowels and being way too nice.
So, during Canada's Super Bowl, Doritos Canada turned "I Will Survive" into and a tongue-in-cheek anthem celebrating Canada’s unapologetic spirit titled: "I Won't Apologize".
I WON'T APOLOGIZE
I WON'T APOLOGIZE
Then, Trump said one of his many infamous lines…
“Many Canadians want Canada to become the 51st state”
- Donald J. Trump
So we responded…
… with a list. 51 item long list to be exact.
On the list, an unapologetic declaration of every single thing that makes Canadians, Canadian.
We did contextual placements with a new headline to fit the setting.
And to top It off.. we’re so NOT sorry, that we couldn’t even fit the list on the ad.
Not Sorry List…everywhere.
Creative Directors:
Kurt Mills, Daniel Righi
Copywriters:
Me
Art Directors:
Cale Berry, Jamie Glover
Client:
Doritos Canada