The 2012 Grand Prix Créa, which recognizes Quebec's best advertisement of the year, has been awarded to the Sid Lee agency for Vidéotron's English-language Prank Calls campaign featuring Sugar Sammy. Sugar Sammy also won the best actor award for his performance.The campaign aimed at showing its customer-service employees' patience and efficiency, while also mentioning the company's various services. In each spot, Sammy called Videotron's customer service with a bizarre problem designed to test the employees' abilities while highlighting a particular aspect of Vidéotron's services. "The writing and direction are perfect," the jury explained. "Because Sugar Sammy delivers the goods so masterfully, viewers understand everything and laugh a lot."
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