New campaigns People join Tetley dance

The latest tv campaign for Tetley Tea is a departure from its usual all-animated advertising.This time, real people have joined the animated Tetley Tea Folk in a series of 15-second spots promoting the round tea bag.Since its 1990 launch, the round...

The latest tv campaign for Tetley Tea is a departure from its usual all-animated advertising.

This time, real people have joined the animated Tetley Tea Folk in a series of 15-second spots promoting the round tea bag.

Since its 1990 launch, the round bag has increased Tetley’s national brand share from 25% to 32%, ahead of competitors Red Rose and Salada.

To reinforce its national appeal, each of the three executions illustrates a regional flavor using characters such as an East Coast fisherman and a woman in an urban office setting.

Each spot starts with a close-up of the tea drinker, upside down. As the Tea Folk tune begins, the tea drinker turns right side up and the camera pulls back to set the scene.

Enter the Tetley Tea Folk to declare, ‘It’s the taste sensation that turned ’round the nation. Tetley brings you ’round.’

The campaign comes from Tetley agency Foster Advertising of Toronto.

Levi’s is Christmas

levi Strauss & Co. (Canada) is building on its ‘Levi’s is’ theme launched this past fall with an aggressive multi-media Christmas effort.

The out-of-home part of the campaign consists of billboards, transit shelters, mall posters, interior transit cards and omni posters in Montreal.

Five new poster designs feature the black-and-white reverse line ‘Levi’s is’ atop color pictures of product, from blue jeans to rib-knit shirts, arranged in festive settings.

Thirteen 15-second tv commercials are in rotation until mid-December.

Harrod & Mirlin created the campaign.

Noma lights up Xmas

frank Capra’s classic movie, It’s a Wonderful Life, was the inspiration for a tongue-in-cheek tv spot for Noma’s Colorbright Christmas lights.

The 30-second spot features a man, disheartened by his peeled and burnt-out Christmas lights.

But, like the movie, the commercial has a happy ending.

Overcome by the beauty of his home after a kindly, old gentleman magically transforms it with Noma Colorbright lights, he later realizes ‘It’s a Wonderful Light.’

The spot is running nationally along with campaigns for the Noma Algonquin Tree and Noma Ornamotion products.

The agency behind the work is Bowen & Binstock of Toronto.

No place like ROM

a new poster and newspaper campaign aims to encourage attendance at the Royal Ontario Museum in Toronto over the holiday period.

The visual highlights plates and cups – one 2,500 years old – from collections at the rom and the George R. Gardiner Museum of Ceramic Art across the street.

The poster reads, ‘Our dishes have been piling up for years.’

The agency is Geoffrey B. Roche & Partners, Toronto.

Auto club gears up

the hamilton Automobile Club hopes to attract 10,000 new members with a recently launched eight-week, multi-media campaign.

Daily and weekly newspapers, exterior transit, radio, direct mail, and p-o-p material carry the theme, ‘We do more than boost your confidence.’

Appropriately for the winter months ahead, the print material features an illustration of booster cables along with the tagline.

The Hamilton Automobile Club is part of the Canadian Automobile Association.

The campaign comes from Kelley Advertising, Hamilton.

Subaru teams with a winner

subaru Canada launched its 1993 model year with ads featuring Canadian Olympic medal winner Silken Laumann, a new spokesperson for the company.

Newspaper ads appearing nationally feature Laumann and the line, ‘What does Silken Laumann see in a Subaru. Herself.’

Miller Myers Bruce DallaCosta of Toronto is the national agency for Subaru Canada.