Toronto Blue Jays break new campaign
The Toronto Blue Jays baseball team began a new advertising campaign yesterday to coincide with the its first game of the season. The campaign, developed by Publicis Canada, also based in Toronto, consists of 30-second television commercials that will run during game broadcasts. These will be supported by radio and newspaper ads in the Toronto area. The four television executions seek to highlight the fun and excitement of attending a game in-person. They use the tagline, "You belong at the game." This is the fourth year Publicis has created a campaign for the Blue Jays. "In the past we have highlighted the unique abilities that the Jays' players demonstrate on the field," said Duncan Bruce, creative director at Publicis Toronto. "This time around we use humour to emphasize the passion and excitement that erupts when sitting in the stands at a game. We're confident the campaign will serve as a strong reminder that heading down to a game this summer will be an opportunity you and your family will not want to miss."