CANADIAN HOCKEY ASSOCIATION BEGINS RINK RAGE CAMPAIGN
By Adnews Staff
The Canadian Hockey Association has begun a national public service campaign created pro bono by Palmer Jarvis DDB of Vancouver intended to counter the pressure parents place on their hockey-playing children. Called "Relax, its just a game," the campaign is running in English and French on television, radio and in print. The broadcast elements depict children pressuring their parents. In the television commercial "Cop," a boy sitting in the backseat of his father's car yells at the man to question the call of the police officer who has stopped them. In an ad called "Groceries" a girl yells at her mother when she bumps into another woman's shopping cart. In an ad called "Golf" a boy yells the instructions "Focus, widen you stance a little," and "Keep you eye on the ball" as his father prepares to take a shot. When he misses the son says, "That was pathetic." The print ads make use of similar creative. The campaign's tagline is, "What if kids pressured us the way we pressure them?" The association will run the campaign for the next year.