Toronto Sun sticks with successful ads

A toronto daily newspaper has chosen to run its optimistic marketing campaign, 'We'll Be There,' for a third consecutive year.The Toronto Sun campaign depicts hypothetical events, sometimes irreverent and always witty, that, if they came to pass, would cause Torontonians to...

A toronto daily newspaper has chosen to run its optimistic marketing campaign, ‘We’ll Be There,’ for a third consecutive year.

The Toronto Sun campaign depicts hypothetical events, sometimes irreverent and always witty, that, if they came to pass, would cause Torontonians to feel hopeful about the future, or, at the very least, break into a smile.

Last year’s campaign, for instance, included a poster of Toronto Maple Leaf Captain Wendal Clark wearing a big smile and holding the Stanley Cup.

One of this year’s creative executions shows Ontario Premier Bob Rae and his finance minister, Floyd Laughren, busking in the Toronto subway stop nearest to the Ontario legislature.

The campaign, which began at the end of March, comprises outdoor posters, exterior transit and 60-second radio spots.

It will also appear on the SkyDome’s giant Jumbotron viewing screen.

Creative credits go to Doug Linton, creative director and copywriter; Rob Helsby and Gary Watson, copywriters, and Ian Cruickshank, art director.