BC Lions break new campaign
By Adnews Staff
Vancouver-based Canadian Football League team the BC Lions has begun a new advertising campaign. The campaign, developed by DDB Canada of Vancouver, consists of two 30-second television commercials that depict players in critical game moments and then end abruptly with an encouragement to viewers to see the action continue in person. The TV ads are being supported with provincial radio and newspaper advertising. The campaign, DDB's first for the Lions since becoming agency of record in March, is part of a broader effort to sell tickets and raise awareness of the team's temporary return to an outdoor stadium. "With this unique season comes a unique opportunity to demonstrate the thrill and excitement of watching a football game outside," said Dean Lee, creative director at DDB Canada. "Extreme close ups, slow motion photography, hyper-real sound effects and tension-heightening music are used to capture the exhilaration of being up close and personal to the players and to showcase the action of the Canadian Football League."