XM Canada is hitting TV viewers with Panties in a new campaign by its AOR, Toronto-based GJP Advertising. Panties is currently running across Canada, excluding Québec. ZenithOptimedia handled media planning and buying. The cheeky 30-second spot opens with a businessman driving home from work through city traffic, listening to the Warrant rock hit Cherry Pie and singing along with hand gestures. Three beautiful women sitting at a street-side café witness his performance and toss panties at him, which he pockets before the tagline conclusion: ‘There’s no place like it.’

XM Canada senior VP of sales and marketing Donald McKenzie says car manufacturers are a key force in driving satellite radios sales, and vice versa, making the spot a perfect fit for pushing the dual experience. General Motors, Honda, Nissan, Toyota, Suzuki and Subaru will offer XM radios in more than 80 different models of vehicles for model year 2007.

XM Canada currently boasts more than 120,000 subscribers. XM Canada is also promoting itself with a three-day complimentary trial for selected programs at XM Radio Online, listen.xmradio.ca.