Description
A fake ad from the cult film Nirvanna the Band the Show the Movie is now appearing in Toronto in an “art imitating life imitating art” moment from TBWA and BMO.
In the cult film Nirvanna the Band the Show the Movie, Matt Johnson and Jay McCarrol accidentally travel back to 2008, creating an alternate timeline where Jay becomes “The BMO Guy,” appearing on a giant digital billboard in Toronto’s Sankofa Square.
Now the fictional moment has become real.
From May 27 to June 3, BMO “glitched” its digital boards in Toronto’s Sankofa Square, temporarily replacing its current spokesperson, Lamorne Morris, with Jay McCarrol, as though an alternate timeline is bleeding into this one. The campaign will also extend into the city through wild postings placed around key Toronto locations featured in the film, supported by influencer content and social amplification.
Fresh off winning six Canadian Screen Awards, including Best Motion Picture, Best Lead Performer in a Comedy Film, and Best Supporting Performance in a Comedy Film, Nirvanna the Band the Show the Movie has now spilled into real life in downtown Toronto.
It’s not every day a brand gets written directly into the plot of a cult movie, then decides to make the joke real in downtown Toronto.
This professional campaign titled 'BMO The Billboard' was published in Canada in June, 2026. It was created for the brand: BMO, by ad agencies: TBWA and TBWA\Canada. This Experiential and OOH Outdoor media campaign is related to the Finance industry and contains 3 media assets. It was submitted 31 minutes ago by Founder: Shannon Stephaniuk of Glossy.
Credits
Client: BMO
Chief Marketing Officer & Head, Social Impact: Catherine Roche
Chief Brand Officer: Jennifer Carli
Director, Brand & Sponsorship Advertising: Danielle O’Hanley
Senior Marketing Manager, Brand & Sponsorships Advertising: Alexandra Sherwin
Agency: TBWA
Chief Creative Officer: Nancy Crimi-Lamanna
Executive Creative Director: Jeremiah McNama
Associate Creative Director: Joseph Vernuccio
Senior Art Director: Sanna Kula
Junior Copywriter: Meagan Frew
EVP, General Manager: Tracy Little
VP, Client Service Lead: Erin Howes
Account Supervisor: Amanda Valdes
Chief Strategy Officer: Shelley Brown
Senior Strategist: Clair Parker
Media: UM
Ben Graham, Supervisor, Media Planning
Danish Khan, Senior Buyer, Integrated Investments
Cristina Intzempelis, Buyer, Integrated Investments
