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Toronto casts a spell in new tourism ad

CityNews | posted Monday, Mar 6th, 2017

A new tourism ad for Toronto celebrates everything from Drake to the LGBT community to jellyfish, with plenty of stops along the way.

The campaign, created by Tourism Toronto and marketing firm J. Walter Thompson, bills Toronto as “Canada’s downtown.” It’s set to “I Put A Spell on You,” written by American Jay Hawkins and made famous by Nina Simone. In this case, the song is sampled by Toronto’s Mike Wise, with vocal performance by Toronto poet and singer, Bethany Lee.

Vibrant nightlight scenes – Chinatown’s neon, flames shooting up from food truck kitchens, Caribana revelers dancing in front of stopped streetcars – are interspersed with praise for Toronto’s ethnic and sexual diversity, and welcoming nature.

A still from a Toronto tourism video makes an argument that love is love is love. YOUTUBE

The stopped streetcar isn’t the only sign of the TTC: dancers are seen performing on the subway, a nod to the TTC’s own marketing campaign. That campaign was created with the National Ballet.

There’s also references to the Blue Jays and the Raptors, with one kid in a park doing the famous Jose Bautista bat flip as the crowd cheers at the Rogers Centre.

Drake seen in a blink-and-you’ll-miss-it performance at the 30-second mark, and the name of the ad – “The views are different here” – echoes the Toronto rapper’s latest album. As for jellyfish, they can be seen in the ad, and at the Ripley’s Aquarium.

In this city, it’s OK to let your guard down – whether that means kissing your same-sex partner, or hanging off the CN Tower, the ad shows.

Not a source of civic pride? The Toronto Maple Leafs, who don’t make one appearance.

Watch the video, and let us know what you think in the comments section.



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