Axe to grind

Never mess with a girl wielding a shiny pickaxe.


advertiser: MuchMusic
agency: MuchMusic Creative Department
CD: Randall Graham

The wild hellion in this spot, developed in-house at MuchMusic to promote its upcoming Video Awards, has a serious axe to grind. That much is clear when she snarls at the dude on the skateboard who’s likely only staring because he’s too scared to look away. Eventually, she stops in what looks to be Toronto’s Yonge-Dundas square to engage in some harmless vandalism with her axe. Once she’s determined that she’s caused enough destruction she plants a tape (huh?). Results may vary.