The Boatmen

Hitting is therapeutic for the Toronto Argos.

The Argos really played up the physicality of Canadian football in a slate of ads promoting their home opener for the 2011 season on July 23. Take this one. Developed by MacLaren McCann Toronto, it points out that “Home is where the heart is. It’s also where we hurt people.” We hope they only mean their sporting home at the Rogers Centre and not their real home. The former is all well and good, while the latter is problematic.


advertiser: Toronto Argonauts Football Club
agency: MacLaren McCann Toronto
CD: Jon Freir
AD: Arron Isaac
copywriter: Bill Schaefer
designers: Craig Wing-King, Erika Morris
photographer: Chris Gordaneer
studio: McGill