LABATT ANSWERS BUDS LIGHT CALL WITH NEW CREATIVE
By Adnews Staff
Labatt Breweries of Canada is carrying on last year's "This Calls for a Bud Light" campaign with a new series of television commercials. The spots once again depict ways for men to escape chores so they can hang out with their friends. "Sin and Sentimentality" is a 60-second spot currently running in Famous Players theatres across Canada that presents itself as a move trailer for a 48-hour epic film made by women for women. Additional spots "Greeting Card" and "Locust" follow the same theme. All three feature former Love Boat actor Ted Lange delivering the brand's tagline "This calls for a Bud Light." Bud Light is also running an in-pack golf ball promotion. Ontario consumers receive three Dunlop Double Titanium Distance golf balls in specially-marked cases of 24 bottles of Bud Light. In Atlantic Canada, consumers will receive two golf balls in specially-marked 12-packs of Bud Light. The in-pack promotion is being supported with a series of spots called "Focus Group." The spots portray a group of men evaluating potential alternatives to golf balls for future promotions. Bud Light is also running a series of 30- and 60-second radio spots in Ontario and Atlantic Canada. Advertising for Bud Light is done by PJ DDB Downtown of Toronto. Public relations are handled by Weber Shandwick Worldwide, also of Toronto.