Travel Manitoba’s “Canada’s Heart…Beats” suite of commercials have been widely recognized for their honest storytelling and visually poetic cinematography. Each story illustrates a personal journey that results in a surprise discovery and creates an emotional connection to a unique place in Manitoba. The fifth and latest commercial in the series features the Canadian Museum for Human Rights.
Our CMHR story has been told from a distinctly Canadian perspective and features all Manitoba talent both in front of and behind the camera. This journey, like all spots produced in the series, features a local host who represents a welcoming spirit. The museum’s site at the historic Forks location and its First Nations significance has informed the choice of an Aboriginal elder as our host in this commercial. In it, we see our host witness a multi-generational family travel through the museum and interact with the profound and transformative galleries.
Of course every well-crafted piece of film deserves a fitting soundtrack. This soundscape was provided by Manitoba-born composer and singer Alexis Kochan along with her ensemble, Paris To Kyiv. The song has its roots in a Ukrainian lullaby entitled, Oj Khodyt Son Kolo Vikon (A Dream Passes By The Windows), and is said to be the inspiration behind Gershwin’s Summertime. It is a deliberately-chosen piece of music that captures the essence of the museum’s architecture and the spirit of hope within.
See the Travel Manitoba news release regarding this latest TV spot.
This story was written by Ron Sawchuk, VP creative services.