City of Mount Pearl

The Mount Pearl Anthem

Agency: Target


Some cities have famous monuments. Some towns have historical relevance. Mount Pearl, the smallest city in Newfoundland has… free parking? Oh, and great work-life balance and strong wifi, too. And they’re so proud of all the little things that they’ve just dropped a rap video about their unknown city on the far east coast of Canada.
Starring local real estate agent Jason Piercey, who brings an extreme amount of swag to his rap about a town that’s famous for nothing, “The Mount Pearl Anthem” showcases all the things the locals of this 23,000-person town love about their home. People are really nice. They’ve got automated garbage collection. They’ve got a Town Crier and a Frosty the snowman mascot. Peter’s Pizza and Landwash Brewery are great local spots, according to the rap. Mount Pearl is a progressive city with a non-traditional way of thinking. It’s hardly what you’d expect from a rap video or from a small city for that matter. Though mayor Dave Aker, or Mayor Dave as he’s known, is seen sporting his chain of office like bling.
It's also available on iTunes:

This professional campaign titled 'The Mount Pearl Anthem' was published in Canada in June, 2019. It was created for the brand: City of Mount Pearl, by ad agency: Target. This Film medium campaign is related to the Hospitality, Tourism industry and contains 1 media asset. It was submitted over 4 years ago.


Advertising Agency: Target, Canada
Creative Director: Jason Hill
Art Director: Grant Cleland
Copywriter: Sean Atkinson
Producers: Jessica Hill, Jane Hall
Group Account Director: Jessica Hill
Account Director: Jane Hall
Strategy: Jessica Hill, Jane Hall
Director / Cinematographer: TJ Derry
Production Co: Dead Icon Collective
Audio House: SNDWRx
Music Producer & Composer: Didier Tovel
Executive Producer: Alison Lawee
Editing Facility: Rooster Post Production
Editor: Dave De Carlo
Assistant Editor: Sarah Carlisle
Executive Producer: Melissa Kahn
Colour + Finishing: Dave De Carlo
VFX: Taylor McWade, Dave De Carlo
A.G. Bell Animation: Kate Ballard / Fort York VFX


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