Radio spot sparks phone-in debate

LA Ads client Royal de Versailles Jewellers of Toronto got a quick lesson in the power of radio when a commercial that upset listeners was pulled soon after airing.When the commercial ran on Toronto radio station cfrb on Nov. 28, the...

LA Ads client Royal de Versailles Jewellers of Toronto got a quick lesson in the power of radio when a commercial that upset listeners was pulled soon after airing.

When the commercial ran on Toronto radio station cfrb on Nov. 28, the switchboard lit up with calls, many saying it was in bad taste.

The controversy was strong enough to fuel a couple of phone-in shows on the station.

The offending commercial, intended by the agency to be warm and charming, featured a conversation between a mother and her young daughter about what to expect as she is growing up.

The final question from the daughter is,’Mom, when I get married, and my husband and I make love, is that how we get babies?’

The mother’s tongue-in-cheek reply is, ‘No, honey, that’s how you get diamonds.’

A new commercial went on air a week later with a woman listing in her letter to Santa the unromantic gifts given to her by many boyfriends over the years.

In her narrative, the woman indicates the man who gave her a diamond bracelet last year is still around this Christmas.

The spot will run on various Toronto radio stations to Christmas.

Lawrence Ayliffe, LA Ads president and chief executive officer, says he was surprised by the response of listeners considering what adults and children are exposed to daily on tv.

Ayliffe says his client is happy about the response, adding it proves radio works.

Royal de Versailles, traditionally a newspaper advertiser, was reluctant to use radio because a previous venture was unsuccessful. PS