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The Canadian football club Toronto FC has launched a TV ad informing the public that signing the Tottenham striker Jermain Defoe is a "bloody big deal". Sid Lee created the spot, which shows people in England reacting to the news that Defoe will play for the Major League Soccer club by spitting out their drinks. The TV work is supported by print, online and outdoor activity. The spot was created by Jeffery Da Silva, Tom Koukodimos and Jeremiah McNama, and directed by Rafael Lopez Saubidet through Stink.