Hockey trades, bickering politicians and rapidly evolving technology. All are familiar to Canadians, and all are used to illustrate how quickly things can change in the most recent TV campaign for

The Weather Network.

‘When you live in Canada, you think about the weather all the time [because] it changes all the time,’ explains Scott Park, AD at Bos Montréal. ‘We started tapping into this idea of change…[as] a reason to encourage people to visit often.’

The creative team wanted to avoid typical spots centred on dramatic weather footage. Instead, they illustrated the ‘change’ concept with other constantly developing topics such as those mentioned above. One spot features a fictional hockey player at several different press conferences, talking about how happy he is to be playing for Vancouver/Calgary/L.A./Dallas/etc, leading up to the tagline: ‘Loyalties change. But nothing changes like the weather.’

‘We tried to be surprising by not showing weather,’ says Park, adding that the network’s strong identity helped them branch out. ‘We didn’t have to establish what they do because it’s right there in the name.’

The spots aim to keep the network top-of-mind, and reinforce the ‘friendly/sarcastic’ tone and feel Bos began building for the client last year.

client:Judy Brossmann, manager, partnerships and advertising; Vincent Dussault, head of promotions and media relations, The Weather Network

CD: Roger Gariépy

copywriter: André Paradis

AD: Scott Park

account executive: Jordana Sherman

agency producer: Alexandrine Perras

prodco: Jet Films

director: André Paradis

DOP: Mario Janelle

sound: Studio La Majeure

media: Diane Marcil