Martin Granger joined the Avion roster in 1994. He describes his directorial style as being both ‘funny ha, ha’ and ‘funny weird,’ which seems to be working for him.

What has been the high point of your directorial career so far?

Seeing my Cantel ‘Kung Fone’ spot shown at a cinema and hearing a theater full of people, who were in no way related to me, laughing out loud. A rare moment for the commercial director!

What has been the low point?

The first long year spent sitting around in my underwear staring at a very silent telephone, convinced I’d made a huge career mistake. Perhaps it was inappropriate office attire.

What is your favorite TV commercial of all time (not your own)?

No specific spot but rather the body of work that Joe Sedelmaier has put out. He changed forever the face of advertising around the world. Truly the master. And if I had to pick one particular campaign I’m proud to say it is his work up here in Canada for the Fiberglas Pink people. Some of the oddest adds ever produced and they still make me laugh.

What do you like about Sedelmaier?

He is the only commercial director who I can say has directly shaped my sense of humor. It was his work that made me want to be a commercial director.

Favorite TV jingle?

That lovely, really catchy one for Marineland. Can’t get enough of that one. I really wish they played it more often.

What advice would you give an up-and-coming director that you wish someone had given you when you were starting out?

It is a very long game, don’t get discouraged if you spend the first two years of your career shooting cereal tags.

Plus, try to learn something from every job, no matter how small.

Finally, no matter how huge, disastrous and career ending a problem is at the moment, it is always very funny three weeks later, so don’t sweat it too hard.

If you had a theme song what would it be?

That one from The Mary Tyler Moore Show because it’s a very well known fact that I can ‘turn the world on with my smile.’ Or, maybe Eye of the Tiger. Can I have both?

If you knew when you started out in the business what you know now, what would you have done differently?

I would not have sunk my life savings into Bre-X stock.

What made you want to be a director?

My incredible lameness as an actor combined with a life-long love of movies and comedy. Luckily, it turns out that having been an actor comes in very handy as a director, proving once again that life is sweet.

What’s next?

I truly have no idea. Each day is an adventure.