BLOCKBUSTER PERFORMING NEW "TRICKS" IN PET SHOP CAMPAIGN
By Adnews Staff
Blockbuster's "Pet Shop" campaign continued this week with the launch of a new 30-second spot. The campaign debuted in Canada during the Super Bowl broadcast on Global in January. The first spot called "Gotta Dance" introduced two new characters, a rabbit named Carl and a guinea pig named Ray, who live in the window of a pet shop across the street from a Blockbuster store. Voices for the two animals are provided by actors James Woods and Jim Belushi. The first ad also marked the return to Blockbuster's previous "Make It a Blockbuster Night" tagline. In the new spot Ray, inspired by a Blockbuster Rewards poster in the video store's window, begins performing tricks to earn his reward. The campaign is running in English Canada for the rest of the year. Four additional 30-second spots featuring the animal characters will follow. The "Pet Shop" campaign was created by U.S.-based Doner Worldwide and adapted for the Canadian market by Doner Canada of Toronto. Public relations for Blockbuster Canada are handled by GCI Group.