New Star campaign

A new TV campaign for The Toronto Star features interviews with citizens of Toronto who are doubtful about the relevance of the daily newspaper to their community.The Toronto Star filmed the commercials in Toronto, Kans. to show that while the paper...

A new TV campaign for The Toronto Star features interviews with citizens of Toronto who are doubtful about the relevance of the daily newspaper to their community.

The Toronto Star filmed the commercials in Toronto, Kans. to show that while the paper is not relevant to residents there, it is useful if you live in Toronto, Ont.

Some of the locals interviewed include Floyd the marshall, Homer the butcher, Eileen the cosmetologist, Wade the mechanic, and Larry the trucker.

They point out that the Star did not carry a story about the record-breaking catfish caught in Toronto, Kans.; community news is picked up by gossiping at the neighborhood tavern; folks usually sell used cars by putting signs on them; and the most popular baseball team is the Kansas City Royals.

The tagline is ‘The Toronto Star – read by millions, ignored by 317,’ the latter figure being a reference to the population of Toronto, Kans.

One 60-second and three 30-second commercials, on local tv station cfto until the end of January, were created by Geoffrey B. Roche & Partners. PS