KIA BREAKS HOCKEY LOCKOUT COMMERCIALS
By Adnews Staff
Carmaker Kia Canada of Toronto has released three new television commercials that urge the return of professional hockey. In the ads, two untalented men attempt to become replacement hockey players. The first ad takes place in an office cubicle. The characters discuss a plan to begin training. In the second ad, they go over hockey strategy in a locker room. The final ad shows them attempting to run through drills on a rink. The commercials use the tagline, "Guys are starting to get ideas. Bring back hockey." The campaign, called "Lockout," was created by Publicis Canada of Toronto. It broke on Dec. 6 and will run until Jan. 15 on specialty channels TSN, Sportsnet and The Score, plus Global, CBC and CTV. The ads have also been posted on the Web at <http://www.kia.ca/hockey>. "These ads demonstrate that Kia has its finger firmly on the pulse of the Canadian hockey fan and this was a great opportunity to weigh in on this national issue," said Duncan Bruce, senior vice-president and executive creative director at Publicis.