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Weekly Scoop breaks cinema campaign

Toronto-based celebrity news magazine Weekly Scoop began a new national cinema campaign last week. The 30-second commercial broke in Cineplex Odeon theatres on April 28. It will go into rotation in Famous Players theatres early this month. The ad, called “They Start Young,” was created by No Baggage Communications. It depicts the editor of the magazine as an eight-year-old girl asking her parents questions about their evening out and taking their picture. “Weekly Scoop approached us to create a cinema campaign that highlights the magazine’s competitive advantages, including the driven nature of its writers,” said David Wallen, creative director at No Baggage. “A number of concepts were developed, but this one, which pondered the question, ‘What were journalists like as kids,’ told the story best.”

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