I will do my best to comment on what I perceive as breakthrough work from other Canadian agencies.

I will do my best to comment on what I perceive as breakthrough

work from other Canadian agencies.

And the current campaign for TV12 seems a fine place to start. Created

by Palmer Jarvis DDB, it features print and outdoor ads which mock the

network’s own programming. This campaign highlights syndicated TV shows

including programmes such as Star Trek, Baywatch, Xena and Cheers.

Stills from each show are lifted and overlaid with a computerised TV

registration bar or command, in most cases with a high- or low-graphed

ranking. But instead of indicating the level of volume or sharpness, the

bars register a dominant attribute of each show. For example, Baywatch

is given a low ranking of one for plot, Xena receives a high ranking for

cleavage, while Norm and Cliff from Cheers get a low ranking for


This humorous approach connects with the consumer on an emotional and

honest level, even at the expense of the station’s lighthearted


The ads, as a result, have achieved international recognition.

The second ad worth mentioning is ’tribe’, a TV spot for 7-UP developed

by BBDO Toronto. The ad opens in Africa where the tribal leader’s son is

being offered a variety of goods, including animal carcasses, by

flirtatious, attractive tribal maidens who are vying to be his bride.

Each is rejected until an unattractive tribal woman coyly presents

herself as a surprise candidate. She withholds her offering until she is

within arm’s length of the suitor before revealing a bottle of 7-UP to

the astonished tribe.

Amid the furor which follows she twists off the cap in her armpit and

offers it to the impressed son who quickly downs the thirst-quenching

product. The happy couple climb onboard a tribal chariot strung with

7-UP cans trailing behind and ride off to live happily ever after. The

endline reads: ’It’s an odd number.

7-UP.’ It’s a wonderfully branded line that provides tremendous latitude

to creative people for future work.

The Lung Association’s ’having a little trouble quitting smoking’

campaign, created by Ogilvy & Mather, is a graphic illustration of the

possible (but exaggerated) extremes an addicted smoker could be driven


One ad features an astronaut smoking inside a spacesuit. Another

execution shows a bride smoking and apparently oblivious to the fact

that the cigarette has burned a hole through the veil which covers her

face. The ads use a ridiculous and perhaps obscene illustration of human

behaviour as a means of motivating change.

Douglas Robinson is chairman and creative director at Ammirati Puris

Lintas, Toronto.