WHITEHALL-ROBINS PERMANENTLY PULLS DIMETAPP SPOT
By Adnews Staff
Whitehall-Robins Inc. of Mississauga, Ontario has decided to permanently pull a television commercial for its Dimetapp cold remedy. Whitehall president Malcolm Seath temporarily suspended the spot earlier this week in response to a complaint from the Toronto-based Retail Council of Canada. The council urged that the spot be pulled because it depicted a "smash and grab" robbery scene. Randy Scotland, vice president of communications and public relations for the Retail Council, called the decision good news. "We believe it glamorized a series problem of safety and security at the retail level," he said. The commercial is one of three in a new ad campaign for the brand from Young & Rubicam of Toronto. Karla Minello, category manager of cough and cold products at Whitehall-Robins, said the company decided to kill the spot after consultations with key customers. The remaining two spots will continuing running. The first shows a young boy making a mess while playing with toys in a department store. The voiceover says "Dimetapp helped this boy's mother and we are sorry." The second spot takes place on an elevator where a young couple are kissing. A mother and a young girl board the elevator. The mother turn her daughter's head to face forward as she turns to look at the kissing couple. The voiceover is heard saying "Dimetapp helped this young man and we are sorry."