ASC Launches Campaign to Promote Commitment to Truth in Advertising

TORONTO, Dec. 14 /CNW/ - Advertising Standards Canada's is launching a new national public service campaign "Truth in Advertising Matters."

Developed by Cossette in Toronto, the multi-media attention grabbing advertising campaign takes a tongue-in-cheek approach, presenting a variety of situations that have been purposely exaggerated or distorted, and then makes the point that "Dressing it up doesn't make it true." The advertising ends with the ASC's theme line: "Truth in Advertising Matters."

"We all know that maintaining consumer confidence in advertising is essential. That's why Advertising Standards Canada exists. Truth in advertising is equally important to the advertising industry and the public," says ASC President and CEO Linda Nagel. "Cossette did a great job in finding a way to deliver this message with a dramatic flair.  Like all good advertising, it's designed to stand out and drive our message home."

Print ads use highly stylized and boldly painted illustrations and a 30-second TV spot uses an awkward moment between a teenager and her dad to make the point.

In the commercial, the girl is caught escaping from her bedroom window at night. As the father confronts her from the bedroom door, a sign appears to suggest she was "Going to the library." Her story gets embellished by the sudden appearance of a song and dance team whose performers quite literally bend over backwards to help support the girl's fabricated claim.

A graphic then appears on screen "Dressing it up doesn't make it true," followed by the campaign theme line, "Truth in advertising matters."

"In advertising we are always trying to be engaging and that's OK," says Cossette Co-Chief Creative Officer Dave Douglas. "But your story still needs to be true, because truth in advertising really does matter. That's the message of the campaign."

ASC's Truth in Advertising campaign, which will run nationally in both French and English, includes an online element that delivers on the consumer interest generated by the print, out-of-home and broadcast elements.  In addition, a stand-alone micro-site will be created to support and carry the PSA campaign to further engage consumers and reinforce the core message of the campaign.  The new adstandards.ca site will also serve as an online platform for the key components of the PSA campaign.

To view examples of the PSAs, follow this link: www.adstandards.com/psa2010

Advertising Standards Canada (ASC) is the national, not-for-profit, advertising industry self-regulatory body committed to creating and maintaining community confidence in advertising.  ASC's members - leading advertisers, advertising agencies, media, and suppliers to the advertising industry - are committed to supporting responsible and effective advertising self-regulation.

For further information:

Janet Feasby
Vice President, Standards
175 Bloor Street East, South Tower
Suite 1801
Toronto, Ontario  M4W 3R8
416-961-6311, ext. 243
[email protected]