BOOZE AD CALLED A FIRST FOR CANADA
By Adnews Staff
Gilbey Canada says a cinema ad it will start showing tonight marks the first time the big screen has ever been used for liquor advertising in Canada. A commercial for J&B Rare scotch will run in the Cineplex Odeon theatre in Toronto's Canada Square. The campaign will roll out to other Cineplex Odeon theatres in Ontario and Quebec on Dec. 1. The ad has already been seen in in South Africa, where it was shot by Tholet Slevers & Associates, and in Europe. It shows a tropical wasteland and the rare exotic wildlife that lives within it. Through the heat and moisture, the camera focuses on a butterfly with folded wings. As the butterfly rises in flight, the J&B logo is revealed on its opened wings.
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