PHARMACIA TO SHOOT LIVE COMMERCIAL
By Adnews Staff
Pharmaceutical company Pharmacia Canada will produce a live commercial during CBC's "Live to Air" anniversary special on Sept. 16. The spot is part of Montreal-based Pharmacia's sponsorship of CBC's 50th anniversary. The live commercial will run for two minutes. It will promote Pharmacia's Nicoderm smoking cessation product. Print ads in television listings books are promoting both the "Live to Air" special and the live commercial. Pharmacia will also sponsor an online contest. A 30-second ad tagged with a Nicoderm brand message began airing on CBC on Sept. 2. It will continue to run during the two weeks leading up to the special to promote the contest, which is located at <http://cbc.ca/tv50th>. The live commercial is being produced by Zoggen of Toronto. The print ads and 30-second spot were created by CBC.