The latest instalment in President’s Choice’s Possible Lives Here platform highlights how the Loblaw private label has expanded beyond food to touch many aspects of daily life in the 40-plus years since its launch.

The new campaign from Zulu Alpha Kilo takes viewers on a Rube Goldberg-inspired journey through PC’s wide-ranging products and services and the individuals, households and communities they affect.

Set to an orchestral version of Blink-182’s “All the Small Things,” the fully integrated 360 effort includes 12 short-form videos and four 30-second spots. Each depicts a heightened reality where behind-the-scenes PC employees support the lifestyles of a deconstructed, interconnected neighbourhood.

“We’ve always believed in the potential of this family of brands and the challenge was bringing them together in a way that’s meaningful to the Canadian customer,” Lindsay Cook, Loblaw’s VP of control brand, social media and loyalty marketing, said in a news release. “Resituating the brand into the larger context of the home, as a symbol of all the core needs of daily life, gives Canadians a new way to think about PC.”

Possible Lives Here launched in September 2024 with a campaign video scored to “Home” by Edward Sharpe & the Magnetic Zeros to similarly touch on the journey of President’s Choice products – from commercial kitchens to consumer ovens – and position them as solutions to ease the daily grind of consumers.

Zulu Alpha Kilo CCO Brian Murray said the agency collaborated closely with director Henry Scholfield and Spy Films to build on last year’s immersive cinematic approach.

“We literally opened up the notion of the home so that it became a collection of deconstructed spaces and moments that could feel relatable to everyone,” Murray said in the news release. “Working closely with the production team, we ensured each space was crafted to feel authentic while maintaining a polished, cinematic quality.”

Loblaw Media handled the media buy for the campaign, which launches today across digital and social platforms including YouTube and Meta.