The Movie Network begins Not Regular Television campaign
By Adnews Staff
Toronto-based specialty channel The Movie Network has begun a new ad campaign called "Not Regular Television." The six-week on-air campaign broke on Jan. 17 in the US, on regional television and in Ontario Future Shop stores. The two 30-second commercials also ran in Famous Players theatres in the Greater Toronto Area in December and January. The campaign was created by Taxi Advertising and Design of Toronto. The creative seeks to illustrate the difference between The Movie Network's programming and "regular television" by parodying TV shows and commercials. The first ad presents itself as a police drama. One investigator tells another that it doesn't matter who committed the crime, because no one is watching their show. The second ad takes the form of a commercial for a household cleaner. The superhero spokescharacter informs a woman in a kitchen that no one will see their sales pitch because everyone is watching The Movie Network. "We used characters from conventional programs and commercials as 'spokespeople' for this campaign," said Richard Bartrem, marketing director for the channel. "This campaign gives us the flexibility to use other television clichés in the future to drive The Movie Network's 'Not Regular Television' message." The Movie Network is owned by Astral Media.