Braddock sees celebs

Braddock Optical positions itself as the place to buy eyewear that makes a statement with a newly launched magazine campaign featuring four strong Canadian personalities.'How People See' is the signature following the Braddock Optical logo on each execution.Edward Greenspan, criminal lawyer,...

Braddock Optical positions itself as the place to buy eyewear that makes a statement with a newly launched magazine campaign featuring four strong Canadian personalities.

‘How People See’ is the signature following the Braddock Optical logo on each execution.

Edward Greenspan, criminal lawyer, gives his views on censorship in an ad headed, ‘How I See Bleep.’ Paul Godfrey, president and chief executive officer of The Toronto Sun newspaper, defends the paper’s SunShine boy and girl features in ‘How I See Page Three.’

Singer Holly Cole gets the headline, ‘How I See Obsession,’ and Erica Ehm, songwriter, actor and MuchMusic vj, discusses ‘How I See Fear.’

The campaign will be expanded, and the next group of subjects includes fashion designer Alfred Sung.

Braddock’s agency is Geoffrey B. Roche & Partners.

Masterpiece campaign

advertising for Cape Breton Island the past two years has concentrated on the island’s beautiful scenery.

The 1993 newspaper campaign that started this month continues the ‘Nova Scotia’s Masterpiece’ theme while focussing on the people of the island through photos taken by the publisher of Cape Breton’s Magazine.

The photograph is the focal point of each ad.

One line of copy captures the essence of each scene.

Each is tagged with an 1-800 number for free information.

The direct mail portion of the campaign got under way earlier this month and included discount coupons for accommodation in several areas of the island.

Some tv spots are airing in the u.s. Each spot starts with a still of an art masterpiece and dissolves to scenery on Cape Breton Island.

The campaign comes from Bristol Communications of Dartmouth, n.s.

Gatorade takes transit

gatorade has added visual support to its radio advertising with a summer poster campaign that separates the men from the boys.

The target group, active males 16 to 19 years old, is being reached with 435 transit shelter and mall poster locations in major markets across Canada.

The series of five posters are close-up head shots of hot and sweaty young men and their favorite Gatorade flavor, along with paintbrushed captions: ‘Game Over For Water Boys;’ ‘Bad Day For Water Boys;’ ‘Trade The Water Boys;’ ‘Separates The Men From The Water Boys;’ and, on a poster of basketball star Michael Jordan, ‘Looking Bad For Water Boys.’

In Quebec, exterior transit bus sides are being used in Montreal and Quebec City starring Michael Jordan and Montreal Canadiens Patrick Roy.

The campaign from Vickers & Benson, Toronto was created by the team of Terry Bell and Larry Gordon.

Genesis Media handled the national buy.

A summer Twister

tropicana Canada has chosen radio to promote its Tropicana Twister brand of seven varieties of shelf-stable blended fruit beverages.

The beverage is being pushed as a mixer for alcohol drinks or a refresher on its own, with humorous spots airing in major Ontario markets through Labor Day, with some select newspaper support.

Promotions have also been put together.

Prizes include trips for two to Florida, Sony Walkmans, beach towels, T-shirts, and cents-off coupons.

Creative and media placement has been handled by Leo Burnett, with promotions and publicity from Liz Shaughnessy & Associates.

Both are Toronto companies.