CAMPAIGN HOUSE BRINGS BACK PAUL BUNYAN
By Adnews Staff
Campaign House Worldwide of Toronto has enlisted a mythical giant lumberjack to help boost sales for Goodyear Canada's Industrial Hose division. The agency has scheduled a North American print and direct mail campaign to start next week, featuring Paul Bunyan. Controversy surrounds the origins of the myth of the much-larger-than-life outdoorsman and his giant ox. However, Campaign House has come down on the side of Canadian woodsmen telling tall tales. Although in modern times Bunyan and Babe have been appropriated by the state of Minnesota, Campaign House is adopting the line that says Bunyan was originally a Canadian figure, invented by the lumberjacks of Quebec or New Brunswick. The ads target the pulp and paper industry because that's where Goodyear feels it will find the best market for its hoses.