Radio Sirius, a satellite radio station in Canada, asks television viewers when was the last time they discovered something new? “Discover Again”, a 60 second commercial, connects a range of “first time” experiences with the challenge to discover new music on the station’s 120 channels.
The television spot “Discover Again” focuses on the excitement a person feels when they make an unexpected discovery. In the spot, viewers see a variety of vignettes: a child digging through a box of cereal to find a prize at the bottom, teenagers beginning their first dance, a young couple undressing, a young man looking at the guitar of his dreams through a storefront window, a boy and girl engaging in their first kiss, a man flipping though old LPs and picking one up in disbelief, a boy climbing a wall to see his first stadium game. The super appears, “When was the last time you discovered something new? Discover music again. Discover again,” and transitions to the SIRIUS Satellite Radio offering and logo.
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Sirius Radio staff included VP Sales, Marketing and Distribution Paul Cunningham, senior director marketing Janet Langille, senior marketing manager, advertising and brand, Greg Gormier, manager online brand and content Angela Black, manager of online services Susan Fraclanza, and marketing coordinator, brand, Katherine Goh.
The Sirius Discover Again campaign was developed at BBDO Canada, Toronto, by creative director Ian Mackellar, copywriter Rachel Abrams, art director Linda Carte, agency producer Tracey Azzopardi, planner Lynn Fletcher, account director Chris Perron, account supervisor Gord Cheesbrough, and account coordinator Catherine Crowe.
“In a world of pre-programmed radio and repetitive playlists, discovery has virtually ceased to exist,” said Ian MacKellar, Executive Vice-President, executive creative director, BBDO Toronto. “SIRIUS Satellite Radio gives listeners the ability to veer away from these traditional mediums. With the sheer breadth of channels and programming that SIRIUS offers, listeners have the freedom to discover something they’ve never heard before or re-discover something they forgot they loved.”
Filming was shot by director (DOP) Steven Diller via OPC, Toronto, with executive producer Harland Weiss.
Editor was Mark Morton at School, Toronto.
Interactive angles to the campaign were developed at Proximity Canada, Toronto, by John Gagne, associate creative director/copywriter Dave Stevenson, art director Geoff Lee, project manager Joanne Sincich, Flash developers Lanny Geffen and Richard Lowenberg, account director Lawrence Hwang and account supervisor Priyanka Goswami.
Music is “A Blueprint” by recently disbanded Manchester group “Fear of Music“, from the album We Are Not The Enemy.