PALM BREAKS NEW MATERIAL FOR VOLKSWAGEN, CADILLAC FAIRVIEW
By Adnews Staff
Palm Publicité Marketing of Montreal has created a new advertising campaign for Volkswagen's Passat portraying drivers of that car as free spirits. Three 30-second TV spots, airing in Quebec only, went into rotation in mid-March. The commercials feature actor Richard Robitaille from the television series Tribu.com as a Passat owner and businessman. Robitaille slides down the hood of his car and plays with an electronic game and a haki-sac before getting in. The spots will run until early May. Print ads in English and French business magazines in Quebec will support the TV advertising along with a micro-site at Volkswagen's Web site.
Palm has also created new executions for Cadillac Fairview's four Fashion Centre malls in Quebec: Promenades St-Bruno, Fairview PointeClaire, Carrefour Laval and Galeries d'Anjou. The Spring campaign broke on March 19 on outdoor billboards surrounding the four shopping centres. Montreal artist Anna Maria Ballint designed the billboards which depict different characters holding fashion accessories similar in color and shape to the logo of the centre being advertised. The tagline is "Votre Centre à la Mode" ("Your Fashion Centre"). Each Fashion Centre will also be promoted with a 3-D billboard in the shape of a shopping bag and a number of billboards dedicated to Easter activities. Palm broke a year-long advertising effort for Cadillac Fairview in the Quebec market during the holiday season. New creative will continue to be added at different times throughout the year.