The Best Work You May Never See: Canadian Agency Target Creates Mount Pearl Rap Video


Robert Goldrich
Wednesday, Jul. 3, 2019


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Some cities have famous monuments. Some towns have historical relevance. Mount Pearl, the smallest city in Newfoundland has--free parking! Oh, and great work-life balance and strong wifi, too. And they’re so proud of all the little things that they’ve just dropped a rap video about their unknown city on the far east coast of Canada.

Starring local real estate agent Jason Piercey, who brings an extreme amount of swag to his rap about a town that’s famous for nothing, “The Mount Pearl Anthem” showcases all the things the locals of this 23,000-person town love about their home. People are really nice. They’ve got automated garbage collection. They’ve got a town crier and a Frosty the snowman mascot. Peter’s Pizza and Landwash Brewery are great local spots, according to the rap. Mount Pearl is a progressive city with a non-traditional way of thinking. It’s hardly what you’d expect from a rap video or from a small city for that matter. Though mayor Dave Aker, or Mayor Dave as he’s known, is seen sporting his chain of office like bling.

The idea for the video came from Target, a Newfoundland, Canada-based ad agency, which works with the city on its Economic Development marketing campaign. The campaign articulates the city’s innovative mindset alongside their forward-thinking business practices. Knowing the city’s administration is open to unexpected ideas, Target suggested a rap video as a fun way to help put “the Pearl” on the map. Because the people of the Pearl are so proud of their city, everyone got on board in an instant.

“Mount Pearl may be an unknown place, in an unknown place (Newfoundland), but they are very progressive in their thinking and approach. They are all about humanity not bureaucracy,” says Jason Hill, creative director at Target. “Mount Pearl is not a big place but what they do have is who they are: a small city with a strong sense of home and sense of humor, which is refreshing in the current global political landscape.”

Shot over the course of two days, the video features citizens aged eight to 88 giving their best Mount Pearl stance, including the Zamboni guy, those swimming seniors and that woman who just happened to be taking her mini pony for a walk. 

While fun and whimsical, the video itself is meant to draw attention to all that Mount Pearl has to offer and make them stand out from the crowd.

Directed and shot by TJ Derry via production company Dead Icon Collective, “The Mount Pearl Anthem” is available on iTunes and is coming soon to Spotify.


Client City of Mount Pearl Agency Target Jason Hill, creative director; Grant Cleland, art director; Sean Atkinson, copywriter; Jessica Hill, Jane Hall, producers & strategy. Production Dead Icon Collective TJ Derry, director/DP. Postproduction Rooster Post Production Dave De Carlo, editor, color, finishing, VFX; Taylor McWade, VFX; Sarah Carlisle, assistant editor; Melissa Kahn, exec producer. Audio SNDWRx Didier Tovel, producer, composer; Alison Lawee, exec producer.  VFX A.G. Bell Animation Fort York VFX Kate Ballard

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