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SiriusXM begins H.A.H.A. campaign

Toronto-based satellite radio company SiriusXM Canada has begun a campaign called "H.A.H.A." in support of its annual Top Comic competition and its comedy audio channels. Developed by Taxi Canada, the campaign features a custom-made brain monitoring helmet that measures human reactions to comedy. This "Humour Analysis Helmet Apparatus," developed by Creative Studios, is intended to demonstrate that each person reacts differently to humour. The campaign includes a 60-second online video depicting the helmet being used by a nun, a biker and a teenager. The effort will run from July 27 to Aug. 17.

"We wanted to get to the core of what makes people laugh while showcasing the top comedic talent in this country, and there is no better way to do that then scientifically testing their reactions," said Kayla Schwartz, senior manager of Canadian content development at SiriusXM Canada. "The H.A.H.A. helmet tells you what some people hide behind to cover up their true feelings. We can diagnose in real time the comics and content our audience finds truly humorous."

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