Grandma goes wild

Astral introduces a wild campaign.

Astral has launched a new consumer campaign to build and increase consumer awareness about its diversified programming offering, which it is touting as anything but ordinary. To illustrate the point, it had Montreal-based BCP create a multiplatform campaign featuring the tagline “Switch off the ordinary,” including the above commercial. In it, a well-off grandmother and her family are sitting down to a quiet, seemingly mundane meal until granny announces that she has sold pretty much everything to go on tour. What sort of tour? Well we’re not sure, but it involves the sparkler bra that Lady Gaga once wore. We’re not sure who it looked better on.


advertiser: Astral
agency: BCP
president: Alain Bergeron
strategic planner: Michel Mergaerts
account supervisor: Nataly Lemyre
VP/CD/copywriter: Étienne Bastien
co-CD/AD: Jonathan Rouxel
digital production: Carole Beauchamp
print production: Frédérique Bissonnet
digital imaging: Marc Bilodeau, Maxime England
television production house: Cinélande
director: Jean-Michel Ravon
photo director: Steve Danyluk
producer: Geneviève Cayer
music: Apollo
scoring: Sonart
print production house: La Cavalerie
photographer: Jean Malek
producer: Marie-France Lemay