Adidas evolves ‘Impossible is Nothing’ campaign
Turning the usual formula for leveraging star power inside out, the sports brand’s global campaign hits Canada and the US on Monday. Featured are inspirational vignettes by celebs like David Beckham. But rather than focus on sport prowess, the theme is how everyone can handle tough challenges.
Desi Life targets Toronto’s South Asians
There’s more than half a million South Asians living in the Greater Toronto Area, and the Toronto Star‘s new pub is designed to serve the fast-growing community.
Corus gets viewers engaged with Sunlight
Unilever’s Sunlight Multi-Action brand is reaching out to moms and kids in a $25,000 outdoor makeover contest. The campaign tasks YTV and W Network viewers with identifying the family in direst need of yard work.
Eye Weekly launches Eye Daily
Eye Weekly is getting more aggressive in seeking out its young, hip and urban demo in the Toronto market. In April 1994, the print pub became Canada’s first to go online, and is now upping the digital ante.
Joost.com adds CHUM to its exclusive ‘invite’ list
MuchMusic, Space and FashionTelevision are on board for the launch of Joost.com, which is racking up deals with content owners around the globe in a bid to rule the Internet TV space. The service is built around a biz model that Google/YouTube has yet to meet – free for users, protection for content owners, and ad opps for marketers.
Virgin Mobile flaunts number portability victory
Kicking off with typical Bransonian flair, the initiative was teased last week by sending chocolate handcuffs and get-out-of-jail postcards to the influentsia. Next up: Sir Richard will make like Houdini in downtown Toronto.
MiC K.I.S.S. Pick: Panasonic touts cameras with musher’s eye view of Iditarod
No need to suit up, trek to Alaska and risk frostbite to enjoy the world’s top dogsled race. Just cozy up to a computer instead.
On the Lot overwhelmed by Canucks
The initial casting call for Mark Burnett and Steven Spielberg’s new reality series augurs significant Canadian interest in the series.
IKEA zips past radio ad gang: Media Monitors – Feb. 26-March 4, 2007
Zooming from #174 to #3 made IKEA the week’s most dramatic spender.
Mazda mash-up mixes viral advergame joyride with indie band battle
Mazda’s Campus contest test drives social media, user-generated content and online innovation to reach the university and college crowd.
Buying and selling ad time goes online
Online do-it-yourself media planning is now available in Canada. And in the US, the imminent launch of a new online system sparked big buzz at last week’s 4As conference. At least one Canadian media planner believes all this isn’t necessarily good for the client.
MiC K.I.S.S. Pick: VIA leverages downside of student life in clever campus blitz
To encourage college kids to catch that homeward-bound train to reconnect with their parental units, Ogilvy Montreal came up with a trio of wryly amusing images telling it like it is, plus a Cure Your Homesick Blues microsite.
CanWest financial podcast launches to number one spot
Cisco is backing what, in less than 48 hours, has become the number one business podcast at the Canadian iTunes website. And more mobile offerings are on the way from CanWest’s online properties.
Top brands pump up TV ad spends: Feb. 27-March 5, 2007
Kraft, General Mills, Bell Canada, Microsoft, General Mills, Johnson & Johnson and Nissan returned to the top 15.
Mini’s men’s room efforts marry metrics & interactivity
‘On your mark, get set, go’ is taking on a whole new meaning thanks to Taxi 2’s cheeky new campaign launch for the R56. The messaging on video boards mounted above urinals challenges users to compare their, uh … speediness with that of the new vehicle.
