Soft Citizen

01 · Featured

Soft Citizen's most awarded commercial

© Pfizer© Pfizer© Pfizer

Cannes Lions Gold 2009

Pfizer “Strolling” 2009

A senior man shares his experience with Viagra, humorously describing how it changed his "strolling" habits with his wife.

TAXI Canada · Soft Citizen

Every shot in the library

Also watch

Sunnybrook Foundation “Michelle” 2014 →AICP Awards Winner 2014

02 · Directors

Notable directors at Soft Citizen

Who made the work, and how much of it won awards. From the credits on every spot.

• © Sunnybrook Foundation1 award-winningChris Sargent1 spots · Sunnybrook Foundation “Michelle”
• © Best BuyAircastle12 spots · Best Buy “Aircastle”
• © FedExThe Perlorian Brothers6 spots · FedEx “FedEx - The Perlorian Brothers”
• © Coffee mateTerri Timely3 spots · Coffee mate “Mate Mate”
• © McDonald’s CanadaMark Albiston3 spots · McDonald’s Canada “Bonnie Clive”
• © ToyotaLeo Zuckerman3 spots · Toyota “2021 OLYMPICS”
• © Bell CanadaBastian Glaessner2 spots · Bell Canada “Bring On the Games”
• © Canadian TireMark Molloy2 spots · Canadian Tire “Mark Molloy”
• © BCAAArni Thor Jonsson2 spots · BCAA “BCAA 'Help”
• © RogersGuy Shelmerdine2 spots · Rogers “Ignite - Action Hero”
• © McDonald’sTucker Bliss2 spots · McDonald’s “Chicken Big Mac”
• © FordAdrijan Assoufi2 spots · Ford “No Can't in Canada”

03 · Clients

Soft Citizen's clients

Every brand in the library, by award-winning work.

• Pfizer2009

  1 commercials · 1 award-winning

• Sunnybrook Foundation2014

  1 commercials · 1 award-winning

• McDonald’s Canada2025

  3 commercials

• Metrolinx2020

  3 commercials

• Canadian Tire2018

  2 commercials

• Bell2018–2023

  2 commercials

• McCann Canada2020

  2 commercials

• Rogers2019

  2 commercials

• TD Insurance2019–2023

  2 commercials

• McDonald’s2023

  2 commercials

• Toyota Canada2019–2026

  2 commercials

• Bell Canada2016

  1 commercials

Also: Boston Pizza, Best Buy, President's Choice, BCAA, FedEx, Nissan, Social, Coffee mate, Nestea, No Name, CREA, Ford

04 · Works with

Who Soft Citizen works with

From the credits: the companies behind the spots, by number of spots.

05 · Awards

Soft Citizen's awards

Award-winning commercials in the library, by their best award, and the company honours we could source.

• 1

  Cannes Lions

  .

• 1

  AICP Awards

  .

06 · Work

Commercials by Soft Citizen

Our visual library has 54 Soft Citizen commercials, cut shot by shot. Here: the latest, then the most awarded; open the library for every one.

Latest

© FordFord “No Can't in Canada” 2026

© Toyota CanadaToyota Canada “The More We Get Together” 2026

© TD BankTD Bank “Toddler” 2026

© McDonald’s CanadaMcDonald’s Canada “Bonnie Clive” 2025

© McDonald’s CanadaMcDonald’s Canada “Bonnie Clive” 2025

Most awarded

• © PfizerPfizer “Strolling” 2009TAXI CanadaCannes Lions Gold 2009
• © Sunnybrook FoundationSunnybrook Foundation “Michelle” 2014Dir. Chris Sargent · GripAICP Awards Winner 2014
• © FordFord “No Can't in Canada” 2026Dir. Adrijan Assoufi · Wieden+Kennedy
• © Toyota CanadaToyota Canada “The More We Get Together” 2026Dir. Lauren Sick · Saatchi & Saatchi Canada
• © TD BankTD Bank “Toddler” 2026Dir. Aircastle
• © McDonald’s CanadaMcDonald’s Canada “Bonnie Clive” 2025Dir. Mark Albiston · Cossette
• © McDonald’s CanadaMcDonald’s Canada “Bonnie Clive” 2025Dir. Mark Albiston · Cossette
• © McDonald’s CanadaMcDonald’s Canada “Slip N Slide” 2025Dir. Mark Albiston · Cossette
• © CIBCCIBC “The Many Sides of Life” 2025Dir. Hoffman · Courage
• © Scarborough Health Network FoundationScarborough Health Network Foundation “Forever Ascending” 2025Dir. Adrijan Assoufi · Lifelong Crush
• © NissanNissan “Break Free from Nissan” 2024Dir. Salomon Ligthelm · TBWA\Canada
• © SocialSocial “ONTARIO MINISTRY OF HEALTH - FARTER” 2024Dir. The Perlorian Brothers · BBDO
• © Coffee mateCoffee mate “Mate Mate” 2024Dir. Terri Timely · Courage
• © A&W CanadaA&W Canada “A&W Canda - Who's Your Burger Family - Bestie” 2024Dir. Tucker Bliss · Rethink
• © H&R BlockH&R Block “Instant Refund” 2024Dir. Aircastle · Ogilvy
• © Kruger ProductsKruger Products “SpongeTowels - SpongeTowels UltraPRO Pool” 2024Dir. Aircastle · Broken Heart Love Affair
• © Jays Care FoundationJays Care Foundation “When You Belong - You Believe” 2024Dir. Henry Lu · Angry Butterfly
• © TD Canada TrustTD Canada Trust “Own It” 2024Dir. Aircastle · Ogilvy
• © TD InsuranceTD Insurance “Thrill Your Ride” 2023Dir. The Sacred Egg · A361
• © McDonald’sMcDonald’s “Chicken Big Mac” 2023Dir. Tucker Bliss · Cossette
• © McDonald’sMcDonald’s “Ranch McCrispy” 2023Dir. Danielle Girdwood · Cossette
• © VolkswagenVolkswagen “Canada - Bold Photoshoot” 2023Dir. Aircastle · VML Canada
• © BellBell “The Rental - Film” 2023Dir. Aircastle · Leo
• © ToyotaToyota “2021 OLYMPICS” 2022Dir. Leo Zuckerman · Ogilvy

07 · For producers

What producers use Soft Citizen's page for

1. 01Who directs for Soft Citizen

   Rosters change and websites go stale. You need who actually shot their spots.

   Every director behind Soft Citizen's 54 commercials, with the agencies and awards.

   © Pfizer© Sunnybrook Foundation© Ford© Toyota Canada

   Aircastle · The Perlorian Brothers · Terri TimelyOpen Soft Citizen in the library →

2. 02Benchmark a production company

   Comparing companies means hunting through reels, trade press and award sites.

   Soft Citizen's work by year, brand and award in one place, and the companies with a similar body of work.

   © Skinny© Vanish© Anthropic© New Zealand Government

   Similar: Good Oil, Smuggler, Biscuit FilmworksCompare in the library →

08 · Questions

About Soft Citizen