THE LADDER ON TOP by Canvas - Global Radio for Trade Point

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THE LADDER ON TOP

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Industry Retail, Distribution & Rental companies
Media Radio
Market United Kingdom
Agency Canvas - Global Radio
Director Jo Mccrostie
Producer Justin Sanders
Released August 2010

Credits & Description

Category: Retail Stores
Advertiser: TRADE POINT
Product/Service: BUILDING SUPPLIES SHOPS LAUNCH
Agency: CANVAS GLOBAL RADIO
Executive Creative Director: Jo McCrostie
Creative Director: Jo McCrostie
Scriptwriter: Jo McCrostie
Agency Producer: Justin Sanders
Account Manager: Jo McCrostie
Account Supervisor: Jo McCrostie
Advertiser's Supervisor: Trevor Culpin/Amy Appleton
Production Company: CANVAS GLOBAL RADIO, London, UNITED KINGDOM
Director: Jo McCrostie
Producer: Justin Sanders
Sound Studio: Music 4
Sound Engineer: Small Paul
Music Artist/Title: Fat Les/Vindaloo; Lyrics: Jo McCrostie; Music: Adelphoi
Other Credits: Owen O'Connel/Steve Huthwaite
Date of First Appearance: Jan 1 1900 12:00AM
Entrant Company: CANVAS GLOBAL RADIO, London, UNITED KINGDOM

Full script of the ad IN ENGLISH, REGARDLESS OF THE ORIGINAL LANGUAGE OF THE AD
SFX: Music MVO1, MVO2, & MVO3: (Singing) Trade point. Trade point. C’mon lads. Get the van. Trade Point. Trade Point. Trade Point. One stop. Get the lot. Trade Point. MVO1 & MVO2: Me and the lads we get in the van, and we get all we need for the job. MVO1: Plaster... MVO2: I got it! MVO1: ...the tiling bond... MVO1 & MVO2: ...and the hood that goes over the hob. MVO1 & MVO2: Don's got his valves and his cylinder switch, And we picked up the halogen lights. The vans loaded up... MVO3: With the ladder on top MVO1 & MVO2: ...and we all head off back to the site! ANN: With over 12,000 products and long opening hours, get everything you need to get the job done. Trade Point. Trade Brands. Trade Prices. Trade Only. Now open at B&Q Erdington and Wednesbury. MVO1, MVO2 & MVO3: (Singing) We’re - gonna – buy – our – gear – from – you! Trade Point!

Brief Explanation
Trade Point wanted to be the biggest thing to hit the UK Building Trade Market in 2010. The launch needed to be fast and make a big impact on the male-dominated Trade business. Canvas recognised the huge role that music could play. Boots have ‘Here Come The Girls’. Canvas wanted Trade Point to have ‘Here Come The Boys’. An anthem. Something that builders could sing from site to scaffolding. A re-worked parody of the football anthem ‘Vindaloo’ was perfect. It afforded both friendly, character-driven lyrics, and would have particular resonance around the World Cup.