This commercial shows the dangerous consequences of using your mobile phone to watch television while at the office.

This commercial started out as a pitch. In the fall of 2005 Bell Canada’s advertising campaign used mostly stock images and lacked strong branding consistency. Bell started losing some of the brand name recognition they had built up during the first pixel ad campaign, particularly in the west.

This spot kicked off the return of pixel art advertising for Bell, but this time they decided to use this style for all of their branding rather than just the youth brand. All of a sudden Bell was using pixel style ads for their Mobility, ExpressVU & Sympatico brands. This made everyone at Global Mechanic very busy over the fall and winter, with campaigns for TV, newspaper and magazine ads that all had to be designed in the pixel style coming from two different agencies: Rethink in Vancouver and Cossette in Toronto.

Would you rather be working, or watching TV?

Credits:
Director: Nathaniel Akin
Studio: Global Mechanic
Creative Director: Bruce Alcock
Producer: Tina Oullette
Animation: Ian Vincent Godfrey, Chez Battista