Persuasion Notebook offers quick hits on the business of persuasion from The Globe and Mail's marketing and advertising reporter, Susan Krashinsky. Read more on The Globe's marketing page and follow Susan on Twitter @Susinsky.
"You look at me, you see a successful zombie. … Believe me, it wasn't easy getting to the top. Look at me. I'm Canadian." – Antoine Zombé, fictional movie star.
Just how tough is it for Canadian actors to make it big in movies?
It's so tough, even a real zombie had to work for years to land roles in zombie films – so says JWT Canada, which spun the yarn about Mr. Zombé to promote the Canadian Film Fest last weekend in Toronto.
His tale of struggling to attain his dream takes an inspirational turn when the actor stops being so polite and unleashes his inner monster. Casting directors are captivated, and the offers pour in, but Mr. Zombé chooses to work in Canada.
The spot aims to lure viewers to the quality of Canadian film by showing there are juicy parts, so to speak, at home.