NEW PRO-LINE TV CAMPAIGN DEBUTS
By Adnews Staff
The Ontario Lottery Corporation has launched a new television campaign in support of the Pro-Line sports betting game. Seven 15-second spots have been created by Toronto-based Promanad Communications Inc. which use humor to focus on the idea that Pro-Line is a game for sports fanatics. According to Promanad creative director Bill Keenan, "The spots are designed to increase player frequency during key sporting periods when player interest is at its highest." In one ad, for example, a businessman is leaving an office building when a football suddenly lands in his arms. As he looks around for its source, a linebacker runs on-screen and tackles him. A voice-over announcer says, "Football's back. So bet on Pro-line." All the ads end with the tagline "Eat. Sleep. Sports." The various commercials will air between now and April on programs such as CFL and NFL Football, Hockey Night in Canada and Global Sports Line. Point of purchase materials are also being planned.