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Corus conducts Supernatural campaign

Corus Entertainment is conducting a campaign for a new program called Supernatural, which debuted last month on its Scream TV specialty channel. The campaign includes a 30-second television commercial which features video gathered during a street marketing initiative in Toronto. An acoustic device was used to project the sounds of ghosts, demons and rattling chains into the ears of passers-by from a distance in order to create the illusion of a supernatural occurrence. The ad uses the tagline, "Do you believe in the supernatural?" The campaign, aimed primarily at men in their 20s and 30s, was developed by Zig of Toronto. "For the first time in advertising history, a message was conveyed to its target market in their own minds," said Aaron Starkman, creative director at Zig. "We anticipated a mix of reactions, but after the initial freak-out, the guys we targeted had a good laugh."

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