Weeds invade downtown core

Canwest creates buzz around the Showcase series with a guerrilla stunt.

There’s a number of ways to promote a TV show, but leave it to Weeds to create real buzz. Showcase’s latest marketing stunt promoting the show’s season five premiere, airing this Sunday, is giving Toronto commuters a little more than a coffee rush on their way into work today.

Stationed hither and yon across the Yonge and Bloor area this morning amid rushing commuters are large planters containing what very much resembles cannabis; next to them, large signs that aptly read ‘Please don’t smoke the grass.’

‘We set out to execute a stunt that complements the quirky, unconventional and bold nature of the series,’ says Muriel Solomon, VP, marketing strategy, specialty channels, Canwest Broadcasting, in a release. Developed and executed in-house by Canwest’s creative agency and marketing strategy team, the stunt, which targets the 25-to-54 demo, also includes over a hundred of the ‘Please don’t smoke the grass’ signs in multiple high-traffic areas around Toronto, including Metro Hall, Ryerson University, the edge of Queen’s Park and Commerce Court.