I’ve been waiting to talk about the new Winnipeg-centric, “locally branded” web series WindCity, which is (deep breath) produced with the support of Manitoba Public Insurance & Manitoba Liquor & Lotteries, in partnership with the RBC Convention Centre, Red River College & Royal Bank, with Assistance from Carnaval Brazilian BBQ, the Canadian Museum for Human Rights, Centre Venture, Downtown Winnipeg Biz, The Forks, Fort Garry Hotel, Johnston Group, Neil Bardal Funeral Centre, produced with the participation of The Government of Manitoba and distributed by the Winnipeg Free Press. 

That’s a lot of people to keep happy.

Now that each episode of “Winnipeg’s comedy series” is online, let’s talk. While there are a few laugh out loud moments (all courtesy of Sarah Constible’s jobless Julia) and a nice nod to American Graffiti (Ace Burpee does his best Wolfman Jack, but with chicken wings instead of popsicles), calling this a comedy series is a bit of a misnomer. It’s a commercial for Winnipeg with a muddled storyline involving a troubled couple (Adam Hurtig and Rebecca Gibson) that owns a business together. There are endless pitch meetings at the Convention Centre, a few “don’t text and drive” moments, scenes at RRC and a lot of time spent gambling/buying lottery tickets (a “gamble responsibly” disclaimer is curiously absent, though).

While I’m pro-Winnipeg, and I know that this series has good intentions, I think it went about its job all wrong. Making something pro-Winnipeg would involve equal parts watching Jets games, seeing shows at the West End Cultural Centre or The Windsor (Sierra Noble plays at a casino, which, let’s be honest, is something no artist born after 1960 would ever do), staying home, bargain hunting and eating at Sal’s, Cousins or Stella’s, not at a corporate chain like Shark Club. 

The show should also be shot during the winter.  

The official WindCity website states that locally branded means “Winnipeg becomes a character on the show, having great local companies invest in the show in exchange for screen time.” At least they’re up front about it - but didn’t the creators of the show think that perhaps that many logos might get in the way of the plot, or that the advertisers might dictate what is good about Winnipeg, not the writers/cast/crew? The idea behind inserting ads directly into a show isn’t new, but it’s been executed better. Either way, nothing about these organizations is uniquely Winnipeg, silencing the “character” of Winnipeg completely.

“From what we intentionally designed and from what we can tell from those who have seen it so far is it doesn’t feel cheesy or like some big commercial for Winnipeg,” creator Paul Vieira told The Projector last month. “This is totally story-first and it’s entertainment.”

What we have here is an advertisement featuring other, smaller advertisements. What little story exists here is awkwardly shoehorned into robotic press-release jargon passed off as dialogue. There was more subtle product placement in season one of 90210 (remember how they ALWAYS drank Dr. Pepper?). Corporations exist (I’ve banked at RBC, did a radio show at RRC for six years, worked for Uptown Magazine and pay car insurance), and if you want to take the money to get your project funded, that’s great. It’s just unfortunate that the involvement from all these businesses clouded any real semblance of story, character development or plot. A good producer knows to simply let a project happen, a bad one wants to force in a scene with a giant mechanical spider.

Yes, WindCity employs a great number of locals. It’s shot here, it stars a local cast, was written by locals, crewed by locals and the songs used in every episode are current local independent artists (thank you for not using Chantal Kreviazuk or The Watchmen). 

“Hey, my friend worked on that and because they’re my friend, I will support whatever they are working on!” Well, that’s great. Support your friends, but then ask this question: Why do our friends work on things like WindCity, Beethoven’s Christmas Adventure or Mother’s Day? Because they want to work. This is just the best available option for them. Let’s make better options.

Published in Volume 68, Number 20 of The Uniter (February 13, 2014)