XM Canada begins television campaign
By Adnews Staff
Satellite radio service XM Canada has begun its first television advertising campaign, promoting the use of its radios in automobiles. The campaign, created by GJP Advertising of Toronto, includes a 30-second commercial called “Panties.” In the ad, a man in a car sings along with the radio while driving. As he reaches the end, he notices three women staring at him from a sidewalk cafe. As he looks away, panties are thrown in through his window. The ad ends with the tagline, “There’s no place like it.” The ad is currently running nationally with the exception of Quebec. Media planning and buying were handled by ZenithOptimedia. “Car manufacturers will be the driving force for satellite radios,” said Donald McKenzie, senior vice-president of sales and marketing at XM Canada. “We deliberately placed this spot in a car because that's where most folks enjoy satellite radio today. It cleverly captures a joyful moment that we've all experienced, singing along to a song while stuck in traffic, and a moment we would all dread, getting caught.”