The client may be Mini, but expect big things from the spot that revived the classic automobile brand in Canada now that awards season is upon us.

Start with our own Top Spots. The Canadian product-launch spot for BMW’s new Mini Cooper, created by Toronto-based Taxi Advertising and directed by Curtis Wehrfritz of untitled, emerged from a pack of 200-plus entries to be selected the winner of Top Spots 2003.

The high-energy, high-impact ‘Anthem’ was also recognized for the editing work of Michelle Czukar of Panic & Bob and sound design created by composer Chris Tait and engineer Keith Ohman of Toronto-based Pirate Radio and Television and sound designer Billy Turchinetz of Venom, also of Toronto. And rightly so. The pacing and music combined with exceptional creative and direction reflect the essence of the Mini brand: small, quick and cool – a car bound to attract that all-too-elusive target demo of young urban hipsters. ‘My money’s on the little guy,’ indeed.

The spot worked so well as the central element of the Mini’s Canadian rollout that BMW has said it considers the Canadian launch one of the most successful for the car.

Mini’s quickness, however, could not guarantee it a hands-down victory in this particular race. The number one, two and three commercials were, in fact, in a dead heat and required a vote-off before win, place and show could be declared.

Taking second was ‘Furry Cowboy,’ the promotional spot for Hot Docs 2002 created by Young & Rubicam. Griff Henderson, the top cutter at Toronto-based School, is credited as director. The well-conceived ‘Furry Cowboy’ is a mock trailer of a high-concept adventure film featuring a mouse on the run from its natural predators. The spot was cut from the significantly slower-paced Icelandic documentary Wood Mouse: Life on the Run, which explains why Henderson, the editor on the spot, is credited as director. The spot earned Henderson editing silver late last year at the Directions 2002 competition presented by the Advertising & Design Club of Canada.

The cinematic ‘Tic Tac Toe’ spot for Microsoft Xbox created by MacLaren McCann of Toronto took third, thanks largely to the efforts of helmer Steve Chase of Toronto’s The Partners’ Film Company. Chase’s exceptional work earned him recognition as top director in this year’s competition. Late last year he also won gold for his work on MacLaren McCann’s General Motors spot ‘What If’ at Directions 2002.

MacLaren McCann is also the AOR on the number-seven spot, ‘He Shoots, He Scores,’ Coca-Cola Canada’s Olympic spot featuring folks in various hockey-related moments cheering game-winning goals. Pete Henderson of Spy Films in Toronto helmed that one.

Taxi, meantime, was also the creator of the number-four spot, ‘Good Morning’ for Pfizer’s Viagra, directed by Martin Granger of Toronto-based Avion Films.

This year’s Top Spots highlights the level of parity in the Canadian commercial production business. Only one spot shop, Industry Films of Toronto, had two separate commercials in the final 10. ‘Latte 911’ for Janes Family Foods directed by Aubrey Singer took the number-five spot. And ‘Generation Gap’ for Clarica helmed by Phil Brown was ninth.

‘Latte 911’ also earned actor Jonathan Wilson honors in the top talent category.

Meanwhile, the Clarica spot marks the return of Doug Robinson, head of the Doug Agency, who created last year’s top spot ‘Dilemma/Discovery/Big Finish’ while heading the now-defunct Ammirati Puris.

In the animation/FX category, Red Rover takes top honors for its Toyota ‘Matrix’ spot created by Saatchi & Saatchi featuring a cartoon world in which the sheer power of the Matrix sports car strips away the surrounding animation, revealing a live-action world. The spot was also selected number six overall.

Drink Responsibly ‘Speakers Corner’ came eighth for Labatt Breweries of Canada created by Axmith McIntyre Wicht and directed by Bradley Walsh of The Players Film Company of Toronto .

Rounding out the top 10 was ‘Petri Dish’ for AIDS Vancouver created by Vancouver-based Rethink and directed by Bruce Alcock of Global Mechanic, also of Vancouver.