Jet-propelled spot adds fizz to O’Keefe

Stay cool, enjoy yourself and drink O’Keefe is the message in a new 30-second spot called ‘Breeze,’ an animation and live-action f/x-intensive spot from Jet Films director/cinematographer Lewis Roth.

We open with a pan from under a bridge on Ile-Sainte-Helene revealing the familiar O’Keefe knight peddaling a bicycle and pulling along a rig in the shape of a medieval castle.

In the second setup, a girlfriend waves from a terrace, and he joins her for a cold beer.

Our knight, a kind of James Bond do-good gadget freak whose only goal in life is to keep his girl happy, goes into his manly routine when she complains about the heat.

Using a hand-held device, he activates the castle and a screen pops up featuring a cooling windmill. When the windmill falls apart, the tireless knight persists by catapulting a peanut onto the head of a sleeping dragon whose fluttering wings create a calming breeze.

The spot is being televised with 17 different inserts or donuts promoting summer festival events across the province.

‘Breeze’ was produced for Montreal agency BCP Strategie Creativite by Jet’s Sylvain Archambault. Guy Beauchemin was the house art director. Agency credits go to producer Stephanie Lord, copywriter Andre Marois and art director Pascal Hierol.

The great on-camera gadgets were created by Atelier NGL. DHD PostImage created the nutty 3D dragon and Supersuite did the film-to-tape transfer. LRB