IGA introduces an Olympic sequel to its holiday ad
What viewers didn’t know at the time was that it was conceived as a companion piece to IGA’s Team Canada sponsorship. The new ad, which is running on TV, online and social through Feb. 22, shows the girl grown up and playing for Team Canada at the Olympics.
It uses a classic misdirect, opening on a woman preparing meals and putting them in containers for storage. Her son enters the room, and we see a Team Canada bag packed for the Olympics, followed by scenes of a jet taking off and landing in China.
As the spot progresses, viewers see that she was actually preparing meals for her son to eat while she was away competing in her final Olympics. The spot brings the campaign full circle, with the woman saying in a voiceover that she’ll never forget how her career started, before showing a picture of her and her grandfather.
IGA is also supporting its Olympic sponsorship with a new web series called Recipes for Champions, which takes the form of a cooking competition in which Canadian Olympians including freestyle skier Mikaël Kingsbury and speed skater Laurent Dubreuil compete against a parent to see who can create the best version of a childhood favourite recipe such as steak pie or spinach and sausage pasta.
Empire and its banners are also providing gift cards to all of Canada’s Olympic and Paralympic athletes. “This will ensure that the athletes can prepare all of their favourite recipes,” said the company.