Most Quebecers spend their summer vacation basking on nearby U.S. beaches. So New Brunswick needed a very good reason to justify the six-hour drive to its coast. The big sell? Draw attention to New Brunswick’s unique competitive advantage—the warmest water north of Virginia.

Context: Many weather sites show photos of cities with corresponding temperatures appearing just below. We open on a beach with waves rolling in. The bottom of the screen reads 26 degrees Celsius. As each wave washes ashore, the temperature climbs to 32 degrees Celsius. When the waves roll out to sea, the temperature drops back down, suggesting that the water is so warm it makes the outside temperature rise.

SUPER: warmwater.ca