TORONTO, Dec. 14 /CNW/ - Advertising Standards Canada's is launching a
new national public service campaign "Truth in Advertising Matters."
Developed by Cossette in Toronto, the multi-media attention grabbing
advertising campaign takes a tongue-in-cheek approach, presenting a
variety of situations that have been purposely exaggerated or
distorted, and then makes the point that "Dressing it up doesn't make
it true." The advertising ends with the ASC's theme line: "Truth in
"We all know that maintaining consumer confidence in advertising is
essential. That's why Advertising Standards Canada exists. Truth in
advertising is equally important to the advertising industry and the
public," says ASC President and CEO Linda Nagel. "Cossette did a great
job in finding a way to deliver this message with a dramatic flair.
Like all good advertising, it's designed to stand out and drive our
Print ads use highly stylized and boldly painted illustrations and a
30-second TV spot uses an awkward moment between a teenager and her dad
to make the point.
In the commercial, the girl is caught escaping from her bedroom window
at night. As the father confronts her from the bedroom door, a sign
appears to suggest she was "Going to the library." Her story gets
embellished by the sudden appearance of a song and dance team whose
performers quite literally bend over backwards to help support the
girl's fabricated claim.
A graphic then appears on screen "Dressing it up doesn't make it true,"
followed by the campaign theme line, "Truth in advertising matters."
"In advertising we are always trying to be engaging and that's OK," says
Cossette Co-Chief Creative Officer Dave Douglas. "But your story still
needs to be true, because truth in advertising really does matter.
That's the message of the campaign."
ASC's Truth in Advertising campaign, which will run nationally in both
French and English, includes an online element that delivers on the
consumer interest generated by the print, out-of-home and broadcast
elements. In addition, a stand-alone micro-site will be created to
support and carry the PSA campaign to further engage consumers and
reinforce the core message of the campaign. The new adstandards.ca
site will also serve as an online platform for the key components of
the PSA campaign.
To view examples of the PSAs, follow this link: www.adstandards.com/psa2010
Advertising Standards Canada (ASC) is the national, not-for-profit,
advertising industry self-regulatory body committed to creating and
maintaining community confidence in advertising. ASC's members -
leading advertisers, advertising agencies, media, and suppliers to the
advertising industry - are committed to supporting responsible and
effective advertising self-regulation.
SOURCE Advertising Standards Canada
For further information: For further information:
Vice President, Standards
175 Bloor Street East, South Tower
Toronto, Ontario M4W 3R8
416-961-6311, ext. 243