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Craig Redmond

The Redmond Review

White Claw went for it, but it feels like a rushed version of a classic

What is lacking in the industry today is time, says Craig Redmond. Time to craft, time to nurture, time to tell a story.

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The Redmond Review

A brief encounter, and a lesson learned, from one of advertising’s legends

The new Pete Davidson campaign for H&M reminded Craig Redmond of some invaluable advice from a short client pitch he shared with Gerry Graf.

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The Redmond Review

In advertising, naughty can be oh so good

Back Market’s tricky invasion of Apple stores reminds Craig Redmond of tricks employed in the battle between The Globe and Mail and National Post.

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The Redmond Review

Oreo fights bigotry and intolerance with bright light of love

With this new ad, the brand extends its longstanding commitment to LGBTQ+ equality into traditional and more conservative cultures, says Craig Redmond.

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The Redmond Review

A road safety PSA that avoids the gruesome shock and awe

New Zealand pioneered a certain type of accident prevention advertising, says Craig Redmond. But it has changed course with a powerful new spot that goes for an intellectual rather than visceral reaction.

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The Redmond Review

Hornbach understands the thorny subject of springtime gardening

The German DIY retailer always manages to capture the obsession and absurdity of being a cultivational cultist, says Craig Redmond.

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The Redmond Review

Using adolescent humour to tackle a very serious adult topic: wills

For the many adults who find estate planning uncomfortable, including Craig Redmond, this spot uses goofy, Jackass-ian humour to disarm the viewer and drive home the message

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The Redmond Review

Apple’s underdogs imagine their own ‘Great Resignation’

Craig Redmond believes the pandemic has given us a new understanding of work-life balance that won’t be forgotten as we return to the office—and he prepares for a great return of his own.

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The Redmond Review

Mercedes’ ‘Immortal Love’ story could live beyond Valentine’s Day

At more than eight minutes, this film about G-Class driving Vampires isn’t for the short attention-spanned, says Craig Redmond. But it delivers “exquisite, eye candy-coated dramatic tension right to the very last frame.”

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The Redmond Review

Seeing the evil deeds of merciless tyrants

The events unfolding in Ukraine last week reminded Craig Redmond of a Leica ad honouring the work of photojournalists.

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Brands

How Stake stands out in the frenzy of fintech marketing

All the crypto and DIY investing advertising has Craig Redmond thinking about the dotcom boom and the important aphorism: ‘Nothing kills a bad product quicker than good advertising.’

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The Redmond Review

Toyota’s Canadian story wins the Super Bowl

For Craig Redmond, the automaker’s “Brothers” ad is a winner for sharing a heartwarming story about the McKeevers “overcoming the unimaginable.”

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