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Rethink Returns with New BC Lions Campaign

Published on .



BC Lions "Meeting"
Vancouver agency Rethink landed a Gold Pencil at the One Show this year for its "Cheering Works" campaign for the Canadian football club the BC Lions. But in this year's follow-up, we find out that cheering does have its limits.

Three spots, directed by Tim Godsall via Untitled, encourage fans to "Save it for the Game," by showing people who didn't. In one, a patient challenges his dentist's opinion as though the latter were a referee, while in another a man gets a little too excited about cookies. In a third spot, the funniest, a guy relentlessly boos his boss for canceling casual Fridays.

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