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ATA ad nominated for industry award

April 30, 2019 Mark Milne, ATA News Staff

A commercial from the ATA’s Face of Education campaign was ­nominated for a Rosie Award, presented annually by the Alberta Media Production Industries Association (AMPIA).

The 30-second commercial, entitled Face of Education — Jacob, was nominated in the category of ‘Best Television Commercial Under $50,000.’

Produced by Geffen Media, the commercial is part of a comprehensive public relations campaign created by the Alberta Teachers’ Association along with Tag Advertising.

‘It’s always nice to win an award,’ says Todd Sloane, Tag’s owner and creative lead, ‘but I think this is just the cherry on the top of some great creative [work] that we’ve done over the years with the ATA.’






The competition

Best Television Commercial Under $50,000

ATB Financial: Choose Alberta GIC — The May Family

Enmax: Connecting You — Christian Bagg

Enmax: Energy Connects Us — Wonder

Inn From the Cold: Home for the Holidays

Westman Village: Step Into

You can view all the Face of Education commercials by heading to

They’re located under the Campaign tab in the News and Info menu.

The commercial features a student named Jackson recalling how a teacher positively impacted his life. It wraps with a classroom of young students saying good morning to their teacher, Mr. Jackson.

‘So it ends up the child was so inspired by public education that he or she became a teacher,’ says Sloane. A similar spot was also produced using a female student named Mia.

ATA executive staff officer Shelley Magnusson oversaw the ad campaign throughout the various stages of development and production.

‘You know, we’re all just teachers here, doing our jobs,’ Magnusson said, ‘So to get recognized by an outside agency that what we’re doing is good is kind of nice!’

Geffen Media produced the commercial spot. Sloane said the director, Eppo Eerkes, did a fantastic job pulling out the actor’s emotions for the spot. It was Geffen Media that submitted the ad to AMPIA under the name Face of Education — Jacob, which refers to the actor’s proper name rather than his character’s name. The commercial has also been nominated for an Anvil award, to be presented by the Ad Rodeo Association in early May.

This year’s AMPIA awards received more than 600 entries, which were whittled down to 323 finalists in 57 categories by 59 industry professionals from outside the province.

The ATA commercial was up against five other entries. The Rosies took place on Saturday, April 27 at the Edmonton Convention Centre, in downtown ­Edmonton. ❚

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