Reality show searches for Canada’s next big commercial director

Three production and advertising companies are banding together to create a TV series devoted to finding the next big commercial director. Frantic Branded Content + Commericals' executive producer Jeff Peeler spoke with realscreen about the plans for Commerical Break.
February 25, 2009

Sounding like a mix between The Apprentice and the Next Top Model franchise, Commerical Break is the brainchild of Canadian-headquartered ad agency TAXI, Frantic Branded Content + Commericals (a division of film and television production company Frantic Films Coroporation) and Toronto-based commercial prodco Soft Citizen. Currently in development, the show will feature 10 contestants who will take part in weekly challenges creating commercials for various brands while competing for a one year contract with Soft Citizen.

The show will be set in TAXI’s Toronto offices and will not only show the behind the scenes workings of agencies and commercial production companies but will also offer brand exposure for clients. ‘Right now we’re meeting with potential brands who can be involved in the show and with broadcasters to get everything going,’ says executive producer for Frantic, Jeff Peeler.

The show will star TAXI’s executive creative director Steve Mykolyn and Soft Citizen’s executive producer Dr. Link York as judges, as well as a guest judge each episode. Early on in the series, contestants will be assigned a ‘do-it-yourself guerilla style web production’ and as the show progresses the contestants will get more hands on with clients and will begin working on projects with larger budgets.

‘This next-generation type of branded entertainment really creates tremendous opportunities, high-profile exposure for the country’s best up-and-coming directors, new integrated advertising outlets for a wide array of brands, and fresh creative relationships for everyone involved,’ says Peeler. Once the companies find an interested Canadian broadcaster they will begin looking for potential contestants.

About The Author
Jonathan Paul is a Toronto-based writer into creativity, content, advertising, tech, comics, video games, film, TV, time and space travel.