PARDON SERVICES CANADA BEGINS CAMPAIGN
By Adnews Staff
Hot Tomali Communications has created a new advertising campaign for Pardon Services Canada, a legal services company that specializes in obtaining pardons and waivers for people with criminal records. The three television ads, airing in Vancouver and Calgary, use the tagline, "A criminal record limits your ability to travel. But it doesn't have to." Each ad begins with an image of a man who appears to be on vacation, golfing, snorkeling or sun tanning. The ad then reveals that the man is in a city, unable to travel because of a criminal record. The campaign also includes three posters running in the men's restrooms of bars and clubs in Vancouver, Edmonton and Calgary. The posters use a mirrored background that reflects the face of the viewer. The first ad superimposes prison bars and the copy, "Detained in a foreign prison." The second takes the form of a wanted poster and reads, "Wanted by no-so-friendly customs agents." The third recreates a mug shot. The text reads, "Busted for going on vacation." A brochure and a Web site at <http://www.pardonservicescanada.com> are also part of the campaign.