Consumers Gas is using transit shelter boards and consumer magazines to promote the benefits of natural gas in Ontario.

The ads show people with natural gas appliances, such as fireplaces and stoves, in the place where their heads should be, along with the headline, ‘Think Natural Gas.’

Minimal copy concentrates on natural gas as a clean, efficient and economical energy source.

The campaign was developed by Foster Advertising, of Toronto, and coincides with the marketing activities of The Appliance Centre, Consumers Gas’ retail store chain.

Season of harmony

A special holiday marketing program for McDonald’s Restaurants of Canada in b.c. struck the right chord and gained national tv exposure for the grade five class of Nestor Elementary School in Coquitlam.

The ‘Season of Harmony’ program was co-ordinated by the Western Canada marketing department of McDonald’s, and Palmer Jarvis Advertising, working with the B.C. Music Educators’ Association.

Tapes of 68 original compositions were received from grades four to seven classes from 39 schools across the province.

The message of the winning song is: ‘If everyone lit just three little candles, what a bright world this would be! One for love, one for peace, and one for harmony!’

The song, performed by the Coquitlam students and professionally produced, resulted in a 30-second tv spot.

The spot debuted during tsn’s coverage of the Canadian Special Olympics’ Sports Celebrity Festival, and was seen in b.c. during McDonald’s’ commercial air time from Dec. 14-24.

Nationally, it appeared Dec. 23-31 on cbc tv, The CTV Television Network, Global Television, The Sports Network and MuchMusic.

The spot was produced by Apple Box (video) and Wave Productions (sound.)

Toyota Christmas care drive

Toyota’s 23 Greater Metropolitan Toronto dealers staged their Toyota Christmas Care Drive again this past holiday season, and, for the third year in a row, the event was promoted by Rock Connection of Toronto.

Newspaper and radio ads, dealer point-of-purchase material, and a public relations campaign spread the word about the Care Drive which encourages the public to drop off non-perishable food items and new unwrapped toys to area Toyota dealers.

The dealers also solicit local businesses and schools, and the collected items are delivered to local Salvation Army Family Services Centres.

In its first year, the program generated 50 truckloads of food and toys, and in 1991 it collected more than 250 truckloads, the goal for the 1992 drive.

Creative credits go to art director Gerald Shoehoff and copywriter Tom Weisner.

CFRB comes out

fighting

Toronto am radio station cfrb used its latest print campaign to announce a recent award and to reinforce its position as an authoritative news station.

Soon after cfrb won the Canadian Association of Broadcasters’ 1992 Gold Ribbon Award for Excellence for its coverage of the Gulf War this past November, its agency Paul, Phelan & Perry got busy creating a suitable announcement.

The ad, featuring a squadron of flying microphones and the line, ‘After Stormin’ Norman launched the ground war, we won the air campaign,’ appeared in December issues of Maclean’s and The Financial Post.

The Paul, Phelan & Perry creative team was David Reppen, creative director; Eugene Radewych, art director; and Ross Munroe, copywriter.

Alzheimer campaign offers hope

The alzheimer Society of Canada is counting on the industry for the success of its new campaign, ‘Help for Today. Hope for Tomorrow.’

The campaign, designed to raise awareness of the disease and dispel some of the misconceptions about it, was created by Bowen & Binstock of Toronto.

Creative Director Eric Bell says the tv spot, produced by Prairie Flower Production, shows the dramatic changes the disease can make in a person through a woman’s reminiscences of her husband as he used to be and as he is now.

The multimedia campaign launches this month and consists of tv, radio, transit shelters, interior transit and print.

Max sells cars in Montreal

Publicite Judson Woods of Montreal has created an original cartoon character to be spokesdog for client Fairview Lincoln Mercury in a new year-long newspaper campaign.

Agency President Michael Judson says although cartoon characters are not new to advertising, Max Savings is an original creation with a name that promises benefit to consumers.

Max, a dalmation, also shares top billing with the car dealership in the campaign slogan, ‘Fairview Lincoln Mercury. Home to Max Savings!’

The ad copy is dotted with Max-speak, such as ‘Max Features,’ and ‘Max Value.’