TORONTO, Feb. 10, 2012 /CNW/ - Labatt Canada has side-stepped the
National Commercial Agreement (NCA) to produce a non-union Budweiser
commercial for the Super Bowl. A so-called "flash mob" involving over
600 background performers was hired without the wage protection and
safety of the National Commercial Agreement.
The National Commercial Agreement (NCA) is the industry standard
agreement for performers appearing in commercials produced in Canada.
The NCA is negotiated between The Institute of Communications Agencies
(ICA) and The Association of Canadian Advertisers (ACA) and governs
wages and working conditions for professional performers in Canada.
Labatt Canada is an ACA member and, according to the ACA web site, Jorn
Socquet, VP of Marketing for Labatt Breweries of Canada, also sits on
the ACA board.
"It's an embarrassing day for Labatt when they're caught exploiting
every day folks in their multi-million dollar television ads," says
Heather Allin, President of ACTRA Toronto. "We are shocked that Labatt,
with whom we have a long-standing business relationship, would
undermine their agreement and hire workers for much less than
Anomaly, the U.S. advertising agency which produced this non-union
commercial in Ontario, also used unsuspecting hockey players to promote
their international brand. Under the NCA, the hockey players would have
been fairly compensated for their speaking and stunt roles and would
have had the protection of a qualified professional stunt co-ordinator.
Anomaly has produced several union commercials in Ontario for Budweiser
over the past year prompting great frustration at ACTRA Toronto, that,
in this case, they flouted the agreement. ACTRA Toronto is confident
that Anomaly and ACTRA Toronto could have come to an agreement around
hiring such a large cast for their spot. "We didn't even get a chance
to talk to them before production. They didn't afford us that
courtesy," says Ms. Allin. Anomaly is owned by MDC Partners in Canada.
MDC owns several agencies which are signatory to the NCA and regularly
produce commercials using ACTRA members.
ACTRA Toronto is the largest organization within ACTRA, representing
over 15,000 of Canada's 21,000 professional performers working in the
English-language recorded media in Canada. As an advocate for Canadian
culture since 1943, ACTRA is a member-driven organization that
continues to secure rights and respect for the work of professional
SOURCE ACTRA Toronto
For further information:
Karen Woolridge, Public Relations, 416-937-1437 firstname.lastname@example.org