A campaign to showcase Canadian talent was launched by Telefilm Canada and the Canada Media Fund in Hollywood.
Title We, it notably takes the form of advertising posters adorned with somewhat provocative slogans placed in Los Angeles. “Politely Kicking Ass. (Sorry)”, proclaims a poster that could be translated as: “in all politeness, we are really good (sorry)”.
“With these fun and effective signs in Los Angeles, we pay tribute to the successes of our compatriots, while reminding our friends in the South and around the world that we have great reasons to be (nicely) cheeky and cheeky” , says Francesca Accinelli, Interim Director General and CEO of Telefilm Canada.
The campaign plays with the idea that Americans perceive Canadians as overly polite people who apologize all the time. A few Canadian film personalities have chosen to support the campaign, including actors François Arnaud and Yanic Truesdale.