If you have been watching MuchMusic recently, you will have been unable to escape the spot Strut completed for Much to promote an HP cross-promo contest in which you can win your tuition for a year as well as HP Notebooks, printers and other coveted stuff.

The script was written by Much and the visual style tied into the current HP branding with a little added edge for the Much audience. Strut designer and illustrator-extraordinaire, Danielle Erickson, drew pages and pages of doodles, which we then animated in After Effects. Much produced the audio in-house, and miraculously, the entire piece was finished in under 2 weeks from start to finish.

The spot caught the attention of viewers and the contest quickly rose to the top of the charts. Within the first 24 hours of hitting the air, Much was bombarded with 62 video and essay entries and 663 weekly prize entries.

The initial commercial will be re-cut and modified twice – once to feature the contest finalists and push viewers to vote for their fave, and finally, a spot to announce the winner of the grand prize.