NO RIDE by Spring for John Casablanca Institute (JCI)

NO RIDE

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Industry Colleges, Universities & Education Centers
Media Radio
Market Canada
Agency Spring
Production GGRP
Released August 2010

Credits & Description

Category: Commercial Public Services
Advertiser: JOHN CASABLANCAS INSTITUTE
Product/Service: FASHION & MAKE-UP COURSES
Agency: SPRING
Scriptwriter: Rob Schlyecher/Jessica Mori
Account Manager: Norrie Zaplatynsky
Production Company: GGRP, Vancouver, CANADA
Date of First Appearance: Jan 1 1900 12:00AM
Entrant Company: SPRING, Vancouver, CANADA

Full script of the ad IN ENGLISH, REGARDLESS OF THE ORIGINAL LANGUAGE OF THE AD
GIRL: I don’t need a ride. FVO: Jess, you’re six. GIRL: I can take a cab. FVO: I’m already dressed hun. GIRL: Look mom, Today is my first day of school and you put no thought into your outfit. FVO: But... but it's... GIRL: The infamous sparkly blouse? FVO: It's pretty... GIRL: What the hell are those, shoulder pads? FVO: It’s... it’s a business... thing. GIRL: As if that fleece vest wasn’t enough of a show-stopper. SFX: Door slams GIRL: Taxi! ANN: Fashion Merchandising at John Casablancas Institute. Go to BornToDoThis.com SFX: Car horns GIRL: What do I have to do to get a cab around here?

Brief Explanation
Objective: Increase attendance levels for key programs at Vancouver’s leading fashion and make-up trades school. Advertising was aimed at young women 17-23 who are seeking the accessibility of a trade school but would respond to appeals to their natural creative talents. Solution: Avoid typical fashion industry training advertising that stresses image and glamour. Instead appeals to the creative impulses that drive most successful fashion careerists. This led to the concept of 'born to do this' that uses offbeat demonstrations of childhood behaviour to illustrate that a career in fashion, for some, is pre-ordained.