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Tennis Canada breaks television campaign

Tennis Canada has launched a new advertising campaign in support of its Kids Tennis program. The campaign, developed by Bensimon Byrne of Toronto, will begin on Aug. 3. It consists of three 30-second television commercials depicting children unenthusiastically playing hockey. They end with the copy, "Not all kids in Canada want to play hockey." The ads also encourage viewers to donate to program, which works to introduce children to the sport of tennis. Two of the three ads will air during Rogers Cup broadcasts on Sportsnet, RDS and SRC starting next week. The third will air during the Canada's Davis Cup semifinal match on Sportsnet and TVA Sports. "The number one religion in Canada is hockey," said Joseph Bonnici, creative director at Bensimon Byrne. "Everyone knows that. These spots aren't really about hockey at all, though. They're about making kids aware of the alternatives and urging them to give tennis a shot."

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