These days, the word 'super' is recklessly bandied about to describe everything from slightly stickier glue to slightly larger sizes, and as you can see below, everyone's over it.
Part grocery store, part Wal-Mart, Real Canadian Superstore is a chain of stores in the bucolic Canadian prairie lands where everything is always the lowest price, guaranteed.
So we took a stand. Parodying "Morning in America," we made "Morning in Canada," encouraging society to return to the good old days when 'super' was reserved for things that were #TRULYSUPER. Like Real Canadian Superstore.
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 timeline.
Then we turned some of the most interesting moments in 'super' history into individual social videos.
"Kristen audited the items in her cart. Tons of produce, a blender, some fresh steak —but something was missing. Ahh, yes, tongs. As she breezily strolled to the kitchenware section, she saw a gleaming pair hanging delicately on the lowest shelf. She bent down and reached out to examine them when a large, muscly hand met hers. . ."
To accompany the romance novel in the :30 TV spot, we created a free sample of an actual romance novel —smut!— about lovers who fall in love at Real Canadian Superstore and made it available on their website.
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.
ECD: Cher Campbell
AD: Lia MacLeod