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Advertising Standards Canada has launched its newest “truth in advertising” pubic service campaign with agency partner Cossette.
The national campaign runs across most media in English and French. Television, radio and print executions are now in market, with transit, out-of-home and a microsite to follow.
Baring the tag line “Truth in advertising matters,” the creative concept involves “dressing up” lies to ridiculous and distracting levels. A teenage girl in the television ad uses dancers and music to convince her father she was going to the library when he catches her sneaking out a window at night.
ASC runs national campaigns every few years, said Janet Feasby, vice-president, standards for ASC.
“It’s always good to have new, eye-catching creative to keep the message fresh,” Feasby said. “When we do our informal consumer research, people want to know that advertisers belong to organizations like ASC and that improves consumer trust and confidence. We do [campaigns] to take that message to consumers.”
“In advertising we are always trying to be engaging and that’s okay,” said Dave Douglas, Cossette’s co-chief creative officer, in a statement. “But your story still needs to be true, because truth in advertising really does matter. That’s the message of the campaign.”
