For the first time since 1981, Canada struck gold at the Cannes International Advertising Festival. The golden spot, directed by Radke Films’ Martin Shewchuk, was a 90-second cinema ad for the Ontario Toyota Dealers called ‘Real Dealers Can’t Jump’ out of Gee Jeffery and Partners.

Supporting Canada’s entries at this year’s festival was a large contingent of Canadian ad types. With an eye on networking, the Canadians looked for both opportunity and some metallic lion statuettes to bring home for the mantle.

Marci Davies, senior vp of marketing at Cineplex Odeon (the fest’s official Canadian rep), led the Canadian committee. Overall, she is ecstatic with the results of the festival.

‘The contingent was very strong,’ Davies says. ‘We had about 120 Canadians, which is way up from last year’s 77 [and above the committee’s goal of 100]. And I think the newcomers found it very worthwhile and enjoyed themselves.’

Also enjoying themselves were the record numbers of Canadians who earned feline trophies to bring back to their crews, friends and family. ‘I think it’s the strongest year ever in terms of the number of medals we won,’ says Davies.

Canada even took a medal in the Cyber category, winning a Bronze Lion for ‘Unsurpassed Freshness,’ a cyber-spot through Cossette Interactive.

In the film category, which covers television commercials, Canada came home with one Gold and four Bronze Lions.

The gold-winning ‘Real Dealers’ spot won in the Other Vehicles, Auto Products & Services category. The spot was developed at Gee Jeffery & Partners by creative director/writer Brett Channer, writer Trevor Schoenfeld, art director Craig Brownrigg and agency producer Anna Bensimon.

Taking bronze were: ‘The Rant,’ directed by Mad Films’ Kevin Donovan for Molson Canada and Bensimon Byrne D’Arcy; ‘Immigration,’ directed by Imported Artists’ Richard D’Alessio for Cantel at&t and Gee Jeffery & Partners; ‘Meat Cutter,’ directed by Apple Box Productions’ Randy Diplock for St. John Ambulance and Palmer Jarvis ddb, Vancouver; and ‘Bus Shelter,’ directed by Taxi Stories’ Paul Lavoie for Covenant House and Taxi Advertising & Design.

Shewchuk is quick to credit the entire production team with the great work that brought him gold. He sends kudos to executive producer Krista Marshall, production house producer Miriana DiQuinzio, dop Simon Mestel, editor Mark Hajek, account director Vito Greto and, above all, casting director Kim Everest. It was Everest, according to Shewchuk, who really made the spot sing.

‘I have to give total credit to Kim Everest at Powerhouse who cast the guy [Adam Reid]. Literally, we saw something like 50 guys and he was the last on the list. And she knew that he was the right guy because she told me all along that she had him and was saving him to the end,’ Shewchuk says.

The spot itself portrays an egocentric and ornery commercial director who claims to be a ‘people person.’ The young director tries to get a bunch of ‘real’ Toyota dealers to take the traditional Toyota jump.

The play on the industry itself obviously struck a chord with the Cannes jury (made up of advertising professionals).

‘I think everybody in the ad industry has met that guy and hated him,’ Shewchuk laughs. ‘So I think it’s a spot that appeals to the industry at large. It had an edge that way.’

Shewchuk, a former creative director, had a feeling this particular spot would make waves right from the get go. ‘I have to admit, I think it’s really the best script I’ve gotten in all my years as a director,’ he says.

The Radke helmer isn’t sure what winning a Gold Lion will do for his career: ‘I have no precedent to set it against. But I hope [it will do me good]. I think Canadians always look to other countries for approval. And then embrace people back as their own.’

Shewchuk, who is currently shooting some u.s. work, did not attend the awards in the south of France.