MARIO LEMIEUX LACES UP FOR CAMPBELL SOUP AD
By Adnews Staff
Campbell Soup Canada Ltd. of Toronto has put hockey great Mario Lemieux in its latest television ad for Campbell's Chunky soup. Lemieux, who will captain the Canadian men's hockey team at the upcoming Olympics in Salt Lake City, has already appeared in a French-language ad in Quebec, which broke last month. An English-language ad broke yesterday. The 30-second spots were created by Young and Rubicam Toronto. The ads follow a format used in U.S. advertising for the past five years in which a popular athlete's mom makes sure her son is eating his soup. "This ad effectively uses humour to break through the clutter to communicate the brand's key messages that Chunky is the soup that eats like a meal and is hearty enough to satisfy the appetite of one of the biggest players in the game," said Y&R Canada president John Farquhar.