REAL CANADIAN SUPERSTORE
"Mmm, Marge, these scones are super tasty."
"Call now and get a second Supersponge free!"
"Meet you at six? Super!"
These days, the word 'super' is bandied about to describe everything from slightly stickier glue to slightly larger sizes, and Real Canadian Superstore is over it. Because they remember a time when 'super' really meant something. When it was reserved for things that were #TRULYSUPER.
But how did we get here? How did 'super' become the vocal tic it is today? We provided a brief, sad history of its devolution in a helpful, if not didactic, timeline. And then we turned some of the most interesting moments in 'super' history into individual social videos. Click to enlarge.
To accompany the romance novel in the :30 TV spot, we created a sample of an actual romance novel —smut!— about lovers who fall in love at Real Canadian Superstore. Click below to read.
A deadpan campaign calls for deadpan brand guidelines. So we wrote a mini-textbook to keep everyone internally aligned, ranging from store clerks to the C-suite.
For employees at corporate headquarters, we created an 'S-Word' swear jar every time they used the word 'super.'
For store employees like cashiers and stockers, we created a # of Days Since 'Super' sign for their break room as well as tattoos to show their devotion to the dictionary definition of the word.
Agency: john st.
CD: Cher Campbell
AD: Lia MacLeod