FORMER TOP COP TV PITCHMAN
By Adnews Staff
Former Toronto police chief Bill McCormack may have found a new career - pitchman. McCormack, who retired in January, is featured in a radio spot and a newspaper insert endorsing home security systems for Toronto-based ADT Canada in a national campaign done by Toronto ad agency Bensimon*Byrne. After the radio ads broke this week, ADT picked up some additional publicity - a story in The Globe and Mail in which two community activist members of the police services board are reported to be concerned about the propriety of McCormack using his police credentials to endorse a commercial enterprise. The ex-chief made headlines many times during his term as the city's top cop because of his conflicts with members of the police services board. However, there's no problem this time, according to ADT marketing co-ordinator Ana Castanheira who points out that McCormack can pitch any product he wants as long as he's not shown in uniform. The ADT campaign was done as a project by Bensimon*Byrne. The security company's residential account was moved into Toronto-based BBDO Canada last summer, when BBDO took in people and accounts from Miller Myers Bruce DallaCosta after that agency went bankrupt. Warne Marketing of Toronto was hired last year for ADT's commercial account. ADT is picking up points in the area of good corporate citizenship with its AWARE program. In co-operation with local police, ADT is providing special alarms for free to women who are being threatened by estranged spouses or boyfriends, or such. The device is worn around the neck, and lets the security company keep track of the woman wherever she is. If she feels she is in danger of attack, she presses the alarm and police are dispatched immediately.