Air Canada’s latest brand spot, “The Pond,” continues the airline’s tradition of emotional brand storytelling around the holidays and its broader commitment to championing gender equality and supporting women in sports.

“The Pond,” a 90-second film, features two sisters waiting for their backyard pond to freeze completely so they can lace up their skates and play hockey. One of the sisters makes a wish on a shooting star, when an Air Canada plane appears in their backyard and whisks them away to Santa’s workshop in the North Pole. The sisters awake at home in the morning, thinking it was all a dream, until they discover a bottle of “holiday magic” from Santa himself. With one drop, their pond transforms into an ice rink.

“We’re proud to weave wonder into our holiday stories, bringing families and friends closer together as part of a cherished tradition for all of us at Air Canada,” said Andy Shibata, VP of brand for Air Canada. “‘The Pond’ not only reflects our passion for hockey but also our ongoing commitment to championing gender equality in both sports and aviation.”

“The Pond” launched on Dec. 11 in multiple forms. The 90-second version will be shown in cinema, 60-second and 30-second versions on televisions, and 90-second, 60-second, 30-second and 15-second versions on social media and digital platforms.

FCB developed strategy and creative with production led by Scouts Honour, directed by Kevin Foley. Other creative partners include: Tantrum Post for post-production, 456 Studios for colour, 6Degrees for music and sound. Initiative and Air Canada Media Desk
handled the media buy, and Weber Shandwick led public relations.

“’The Pond’ is a love letter to the simple joys of winter – watching backyard ponds freeze, lacing up skates and playing the game we love under the glow of holiday lights,” said Jeremiah McNama, ECD at FCB. “And for kids everywhere, it’s the ultimate wish come true: a direct flight to Santa’s workshop.”