LABATT BREAKS NEW RESPONSIBLE USE SPOT
By Adnews Staff
Labatt Breweries of Canada's responsible use campaign has returned to television with a new 30-second commercial. The campaign has been running since 1981. The new "Speakers Corner" spot is a follow-up to the "Tattoo" and "Motel" spots which ran in 1996 depicting "morning after" scenarios. "Speakers Corner" began airing on April 15 on MuchMusic and will run until the fall. The ad shows a man who is reminded of what happened during his trip to the city while watching Speakers Corner with his girlfriend. It ends with the tagline "Know When to Draw the Line." The commercial was created by Axmith McIntyre Wicht of Toronto, which also created the "Tattoo" and "Motel" ads. The television advertising will be supported with promotional materials including coasters, posters and tent cards. The materials will be used by sales staff in Canada to promote responsible use during the summer and fall. Public relations for Labatt are handled by Weber Shandwick Worldwide.