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Currently one of the best creative directors out there, and certainly one of the most decorated, Xavier Blais has built his career on deceptively simple, ‘smart-yet-dumb’ campaigns. Rethink Montreal has thrived under his tenure as Partner and Executive Creative Director, with highly-awarded ads for the likes of Kraft Heinz, IKEA and Molson Coors keeping the agency at the top of its game.

We asked him to nominate his pick for the greatest ads of the past four decades, chosen to celebrate Lürzer's Archive 40 year anniversary. Here is his brilliantly offbeat, irreverent lineup...

Pedigree: Child Replacement Programme

Simon Vicars is a genius and I’m obsessed with his work. I could nerd out for hours on each individual piece of his book. But this one stands out. Simple insight, big idea, perfectly executed on every single touchpoint. You can feel that the team was really committed to the bit, even turning dog beds into jackets. One of my favorite things ever.

Familiprix: Ah Ha! Familiprix.

This will seem a bit out of left field to many as it’s mostly unknown outside French Canada. It’s simple, effective, universal and has legs for years (it might have ran with new iterations for 10 years) and it’s responsible for literally creating the drugstore advertising category in our market. To this day, when someone mentions that they’re ill or when they hurt themselves, you can still hear people yelling ‘Ah Ha!’ Everywhere.

Molson Canadian: Passeport Beer Fridge

This piece is from Rethink so I might be a little biased here. But it is of the most iconic campaigns in Canadian history. It stems from the simple truth that your patriotic side truly shows up when you’re in another country. Beyond that one execution, the fridge became the brand’s most memorable brand asset,  showing up in pop culture for years following that campaign from TV spots to POP to promo, to even a version where people had to aim their hockey snapshot in.

Crest: You Can Say Anything With A Smile

I had to include a Harold Einstein spot in there. Great line, simple insight, timeless casting and perfect for the brand. I can recite the ‘Playground’ spot by heart.

Burger King: Burning Stores

I’m sure this one is going to be featured in a lot of people’s retrospectives but it’s an unmissable one in my book. I feel like it kicked off the past 8 years of award-winning print work and was featured in countless inspiration decks with the mention ‘brave’.

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