New Reitmans ads feature fashion in real life

A hilarious TV spot showing a definite fashion don't at a barbecue is just one element of a multi-faceted initiative.

Using droll sight gags, a new campaign from Taxi Montreal for Reitmans clothing chain broke last week with a 30-second spot that will appear until June 17 on specialty channels W Network, Bravo, Food, HGTV , Star, Space as well as, for the French-language version, Canal Vie, Canal D, Series and Télé Québec. Media Experts’ Montreal office handled the media planning and buys.

The outdoor elements include horizontal posters, transit shelters, columns, subway platform posters bus backs appearing in Montreal, Ottawa, Toronto, Edmonton, Calgary and Vancouver. They broke April 23 and will remain in place until June 3. Online advertising will begin on major English- and French-language portals on May 21 and continue for one month.