Grip creates campaign for Bessies
By Adnews Staff
Toronto-based Grip has created a new word-of-mouth campaign to promote the 2005 Bessies awards. The four 30-second ads satirize the process of making television commercials. The creative depicts a focus group critiquing story boards. The ads are being circulated through the Internet among members of the Canadian advertising industry. "The Bessies is all about excellence in television advertising," said David Chiavegato, a partner at Grip and chairman of the 2005 Bessies. "I think everyone who is involved in the process of making television commercials can relate to the absurd obstacles that have to be overcome in order to get a spot on air. I think these spots will resonate with the advertising community. But, of course, we can't be certain as we have yet to focus group test them." The Bessies, which recognize excellence in Canadian television advertising, are organized by the Television Bureau of Canada in conjunction with the Broadcast Executives Society. This year's event will take place on June 9.