The anti-endorser is an amusing advertising trope, when done well. And here’s a fun example—Preacher’s new campaign for Wealthsimple in Canada, in which Martin Short shows up to film a commercial and completely cocks it up.
The spot, titled “Martin Short’s Short Day at Work,” launched Sunday during the Canadian Football League’s championship game, which happened to take place in Short’s hometown of Hamilton, Ontario.
This is the Canadian fintech company’s first campaign in almost two years, and its first time working with an outside agency. All prior advertising in Canada and the U.S. was made in-house.
The work has the kind of comedic approach that should appeal to an audience of young, modern investors. Yet it arrives against the more serious backdrop of economic uncertainty, where the idea of having your money work hard for you isn’t just a luxury.
“Canadians are working harder than ever and finding it ridiculous that earning a consistent, healthy paycheck isn’t enough to feel financially secure anymore,” said Rubina Singh, chief marketing officer at Wealthsimple. “We want Canadians to know that Wealthsimple understands how difficult it can be to build personal wealth in today’s tough economic climate. We offer a robust suite of financial tools from trading and investing to spending and saving that makes sure their money works as hard as they do. And there’s nobody better than the iconic Canadian actor, comedian and writer Martin Short to share this message across generations.”
“We’re all working harder than ever to keep ahead, which makes it that much more annoying when our money is sleeping on the job,” added Zach Watkins, creative director at Preacher. “Instead of playing it on the nose and featuring people who work hard, it seemed more interesting to do the exact opposite. Cue Martin Short, who was gracious enough to help us create the world’s most obnoxiously lazy spokesperson.”