As a creative boutique, were not that big, but we're more than confident that we can stand up against the best. We just finished working on a spot with MuchMusic to promote Molson Canadian 6.0 Cold Shots' sponsorship of the 2009 MuchMusic Video Awards. The spot is airing now and will undoubtedly be on heavy rotation during the show this Sunday, June 21, so tune in to the MMVAs and you can see some broadcast work we're rather proud of.

It is based on the Cold Shots' tagline, "Small but Strong," and presents that theme in a music-related context. Tying in the sponsor's positioning with the event itself is something that is key to any sponsorship advertising, yet often overlooked. Hard to find a connection? Maybe that sponsorship is not in line with your brand and most likely there is another event that is a better fit and that your core audience will identify with. Yes, you are doing a good thing by supporting various groups and events in need, but there are many opportunities out there where your sponsorship budget can also reinforce your marketing budget.

The 30-second commercial stars our dear friend, Beau Shiminsky from Ear Candy, who wrote and performed the guitar solo (over and over and over). It was directed by JP Rizutto and shot  by Mike Sorrel – who you may recognize from our MuchMoreRetro "Thriller" subscription spot. Gerry Fournier helped out with some special effects that we hope you don't even notice. And finally, thanks to Webber Academy for the use of their drama studio which, through the magic of film, appeared much bigger on-screen than our little stage actually was. This is starting to sound like an MMVA acceptance speech, so we'll stop already before we go all Kanye on you. 

In a related story: Russ and Aaron are about to tackle an intimidating weekend schedule as they head to Toronto for the MMVAs and the frantic festivities that surround the event. Check in next week to see if they survived and whether anyone mistook them for The Jonas Brothers.