Dairy Farmers of Canada release five-second television ads
By Adnews Staff
Toronto-based Dairy Farmers of Canada has begun a new advertising campaign aimed at teenagers. The campaign, which began on Sept. 3, consists of television commercials airing on MuchMusic, MTV and Teletoon, as well as during some network programming and in theatres. The creative includes 28 animated five-second ads, three of which air during a given commercial break. The ads direct viewers to a website at <http://www.getaloadofmilk.ca> where they can make their own five-second ad by uploading images and video. Visitors to the site can then send their ad to someone else and enter a contest to have their ads played on television. "Teens know that milk is good for them, but it's not something that is top of mind for them," said Janne Mellon, the organization's marketing manager. "They are so bombarded with messages that it's a real challenge to catch their attention and surprise them. They want ads that are fast and entertaining and different every time." The campaign, created by Due North Communications, is running in Ontario and the Maritimes. The television ads are being supported with out-of-home ads.