Canadian Club's ode to unofficial fans
An offbeat and playful spot directed by Adrijan Assoufi for the Canadian whisky brand celebrates football-watching rituals.
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Credits
View on- Agency Hard Work Club/Toronto
- Production Company Soft Citizen
- Director Adrijan Assoufi
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Credits
View on- Agency Hard Work Club/Toronto
- Production Company Soft Citizen
- Director Adrijan Assoufi
- Editing Outsider Editorial/Toronto
- Executive Producer Sara Windrim
- Color Studio Feather
- Music Vapor Post
- Executive Creative Director Meghan Kraemer
- Producer Lindsay Hann
- Producer Cynthia Goulart
- Executive Producer Link York
- Executive Producer Rob Burns
- Line Producer Elisabeth Bottomley
- Production Designer Zazu Myers
- DP Shady Hanna
- Editor/Partner Chris Murphy
- Post Producer Kayan Choi
- VFX Artist Alexa Clare
- Colorist Sam Gilling
- Producer Sofia Spagnuolo
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Credits
powered by- Agency Hard Work Club/Toronto
- Production Company Soft Citizen
- Director Adrijan Assoufi
- Editing Outsider Editorial/Toronto
- Executive Producer Sara Windrim
- Color Studio Feather
- Music Vapor Post
- Executive Creative Director Meghan Kraemer
- Producer Lindsay Hann
- Producer Cynthia Goulart
- Executive Producer Link York
- Executive Producer Rob Burns
- Line Producer Elisabeth Bottomley
- Production Designer Zazu Myers
- DP Shady Hanna
- Editor/Partner Chris Murphy
- Post Producer Kayan Choi
- VFX Artist Alexa Clare
- Colorist Sam Gilling
- Producer Sofia Spagnuolo
Created by Hard Work Club and directed by Adrijan Assoufi through Soft Citizen, this charming director's cut spot from Canadian Club for the World Cup 2026 pays tribute to the unofficial clubs that football fans unwittingly find themselves joining.
The film takes viewers into living rooms, bars, and even weddings across Canada, where customers, friends and families are playfully sorted into groups such as the ‘I Hate the Ref Club’ and the ‘It’s In Our Blood Club’, all accompanied by a deadpan, witty narration.
Dry humour, engaging performances from a quirky cast and stylised production design bring the film to life, capturing the camaraderie, passion and eccentricities of football fandom.
