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Toronto Life - The Wire

The comprehensive index of every blog post, magazine story and restaurant review that appears on Torontolife.com

All stories relating to advertising

The Informer

Cityscape

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Astral Media finally admits that its sidewalk rubbish bins are garbage

Changing of the trash guard: the pedal operated bin (right) replaces an older model (Image: Neil Ta, from the Torontolife.com Flickr pool)

When the city started rolling out its new streetside garbage cans four years ago, we were taken with them in a “huh, that’s new” kind of way. It didn’t take long for us to find that many of the bins had broken foot pedals that had to be forced open by hand, making the foot pedals a waste. Astral Media, which is providing the bins to the city as part of an advertising contract, has finally admitted that, yes, the bins have some serious engineering problems.

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The Dish

Pantry Raid

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MPP Rosario Marchese floats private member’s bill destined to make Doug Ford very, very angry

Marchese v. Ford

Only days after the City of Toronto voted not to further restrict the sale of sugary pop through vending machines on city properties (with Doug Ford’s memorable endorsement of free-market obesity-mongering), an MPP has introduced a bill that must reek of what Ford called “socialism at its best”: Trinity-Spadina incumbent Rosario Marchese wants to ban junk food advertising that targets children.

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The Informer

Streetcar Named Disaster

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New TTC customer service chief from U.K. to replace old customer service chief, nobody

Yesterday afternoon the TTC announced the hiring of their first chief of customer service, fulfilling one of the recommendations of the Customer Service Advisory Panel. This is a welcome change from the previous customer service position, which didn’t exist. The lucky first chief is Chris Upfold, who comes to the TTC from London’s much more extensive Tube system. What kind of recommendations for Toronto can we expect from Upfold? Based on some of the press he’s had in the last 24 hours (it’s never too early to jump to conclusions!) there are several hints.

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The Informer

From the Print Edition

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The great burnout: recession survivors didn’t count on the surge in workload, the smaller paycheque and the all-consuming resentment. A story about workplace hell with no escape

It’s been three years since the mass cull of the Great Recession began.

Three years since all those jobs were zapped into oblivion, and the people who remained employed were left to shoulder double, triple or quadruple loads.

For my generation, the timing couldn’t have been worse. My close friends and university classmates are exiting their 30s and have mortgages and kids and barely enough minutes to shovel the driveway. They’re entering the phase that used to be called “mid-life,” which in the best of times is a moment for evaluation and maybe even reassessment. But after the worst economic upheaval we’ve ever known, they’re reeling. A financial analyst in her early 40s tells me how 12-hour days—which used to be the exception—are now the norm: she puts in full and breakless stretches at the office, then keeps the laptop burning for hours every night after her two young kids have gone to bed. Another executive was burned out after her company took on dozens of new projects and she was left to run everything. She now works up to 100 hours a week and gets phone calls from friends she hasn’t seen in months, asking if she’s moved or died.

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The Hype

Prime Time

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Move over, burning log: Swiss Chalet partners with Rogers to launch the Rotisserie Channel

Not the actual channel

Remember when Rogers introduced the fireplace and aquarium channels for people to waste electricity relax? Starting February 28th, if those same viewers have a hankering for chicken, channel 208 will be the station for them. Swiss Chalet has partnered with Rogers to launch the Rotisserie Channel, featuring non-stop footage of chickens turning on a spit.

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The Hype

Power Couples

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Odd couple alert: Justin Bieber and Ozzy Osbourne to star in Best Buy Superbowl ad


Together at last: Justin Bieber and Ozzy Osbourne

If you somehow hadn’t reached full Justin Bieber saturation yet, the Biebs will be making an appearance at the Superbowl, starring in a commercial with rocker Ozzy Osbourne for Best Buy. Yes, you read that correctly—according to the Daily Mail, the electronics retailer paid over $1 million (U.S.) for Stratford’s finest to appear in its ad.

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The Informer

The New Normal

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TV screens coming to Toronto schools, students may briefly look up from their iPhones and notice

When money’s tight, firms look for new revenue streams, so this story isn’t really all that big a deal—except that the “firm” in this case is the Toronto District School Board, and the “revenue stream” is a gateway drug to commercial advertising. The Toronto Star reports that the TDSB is looking at installing flat-screen TVs at some 70 schools.

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The Hype

From the Print Edition

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A passage to India: how Shilpi Somaya Gowda’s Secret Daughter became an unlikely best-seller

Secret Daughter, a debut novel by an untested author, went supernova after just four days on the shelves at Costco

It’s amazing what a little support from Costco can do for a writer’s career. When HarperCollins Canada published Toronto-born Shilpi Somaya Gowda’s debut novel, Secret Daughter, last March, its prospects were not good: the advertising budget was nil, and booksellers greeted it with shrugs. But then HarperCollins asked Costco’s book buyer, Catherine Bergeron, to look past the store’s best-seller bias and give the novel a shot. That was on a Tuesday. By Saturday, it was one of the top-selling titles in the country. Since then, the book—about an Indian woman forced to give up her daughter and the American couple that adopts the child—has been anointed a Heather’s Pick by Indigo, gone through more than a dozen printings, and sold 200,000-plus copies in Canada alone.

All this is doubly curious when you consider that the 40-year-old Gowda has been a U.S. citizen for the past five years. (She lives with her husband and two children in San Diego.) She sold the novel not to HarperCollins Canada, but to HarperCollins U.S. The Canadian arm initially intended to distribute the American edition, but when the Toronto sales office noticed Gowda’s Canadian roots, a paperback version was created for the domestic market. (Paperbacks are Costco’s preferred format and a factor in its decision to carry Secret Daughter before it went supernova.) In the much larger U.S. market, where the book has been available only as an expensive hardcover, sales have been comparatively modest: 10,000-odd copies to date.

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The Informer

The New Normal

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Bahraini telecom ad makes Toronto look more awesome than it actually is


One of the most common complaints about Toronto being in films is that the city never gets to play itself. (See Red for the latest version of this complaint, and then go buy Scott Pilgrim to atone.)  Well, Spy Films has changed all that with its short video for Batelco, the main telecom company in Bahrain. (Tip of the hat to BlogTO and innumerable others on Twitter for bringing it to our attention.) Thanks to the two German directors working on a commercial for a Middle Eastern telecom firm, Toronto looks exactly as awesome as it should. Purists will say that the TTC’s signs aren’t actually in Arabic, or that the city is conspicuously lacking in alien spaceships, subway roller coasters, Transformer SUVs, soccer ninjas and roaming King Kongs. But those people probably have really boring dreams.

Also, check out the “making of” clip here.

Batelco – Infinity [Youtube]

The Dish

Restauran-TO

3 Comments

Dangerous Dan’s gross new ads capitalize on pot, universal health care

Dangerous Dan’s, Queen Street East’s unmissable hamburger joint, has never been known for moderation. It’s no surprise, then, that the diner’s latest ad campaign is a series of shock ads featuring shots of humongous burgers next to such slogans as “It’s 4:20 somewhere” and “While we still have health care.” The series is basically the marketing equivalent of the colossal colon clogger—Dangerous Dan’s 24-ounce patty topped with a quarter pound each of bacon and cheese.

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The Informer

From the Print Edition

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Yesterday’s News: a look behind this week’s Globe and Mail redesign

Phillip Crawley, the publisher of the Globe and Mail, is gambling $1.7 billion on a redesign that could revolutionize the industry. The flubs, the firings and the ticking doomsday clock at our national newspaper

(Illustration: Kagan McLeod)

About four months ago, I cancelled my Globe subscription. I admit I felt a little guilty about the decision; I have several friends who work at the paper or write for it—I myself have written for it frequently—and really, as a journalist and concerned citizen, shouldn’t I be a faithful supporter, or at least a diligent reader, of what is supposedly our foremost national newspaper? But I didn’t feel that guilty. On my charitable days, I think of the Globe as more of a nuisance than a necessity, a compendium of warmed-over wire copy, ham-fisted charticles and increasingly irrelevant or insipid columnists. And, like all newspapers these days, it’s less comprehensive, an emaciated version of its once robust self (an editor once described her section to me as being “skinnier than a Puerto Rican street dog”). This isn’t entirely the Globe’s fault. No one with an Internet connection needs to read a newspaper to feel completely informed; by the time the Globe lands on my doorstep, I’m already thoroughly immersed in the events of the day, having checked my Facebook, Google Reader and Yahoo accounts, scoured a half-dozen news Web sites and dipped into Twitter, where the Globe writers whose work I do admire often provide a stream of entertaining invective, observations and links that is just as valuable as the stories they produce for the paper—sometimes more so. The very notion of information being gathered and analyzed by a few people and the results of that analysis printed on paper that is then trucked, over great distance and at great expense, to homes, offices, newsstands, convenience stores and metal boxes that sit on the street now seems almost absurdly antiquated. How much more efficient, logical and environmentally sustainable (arguably) for us to get that same information transmitted to the devices that most of us now interact with every moment of the day?

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The Hype

Creative Types

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Hot or not? Shirtless men shilling Stayfree pads

Check out the creepy new Old Spice–influenced viral marketing campaign for Stayfree (at left), done by the Toronto ad firm BBDO. Titled “A Date With Stayfree,” the promos feature buff shirtless men doing things women stereotypically find charming—like cleaning, cooking and, of course, making toys for underprivileged kids—before launching into an unnerving pitch about the absorbency of Stayfree. Sure, the guys are hot, but any dude who busted out a display table of pads (“They’re as thin as a butterfly’s wings”) on the first date would send us running.

J&J aims to please with Stayfree hunks [Marketing]

The Informer

Cityscape

5 Comments

Guerrilla activists hack 85 Toronto billboards, replacing ads with art

A hacked sign at Queen Street East and Jarvis Street (Image: Gary Campbell)

Four months after Banksy’s stop in Toronto, another group of guerrilla art activists has taken to the streets—only this time, the evidence isn’t hard to find. A group of anti-establishment art pundits known as the Toronto Street Advertising Takeover (TOSAT) is on a mission to replace illegal billboards in Toronto with art they’ve collected from around the world. This past Sunday, the movement’s founder, Jordan Seiler, led 15 activists around the city to remove ads from 41 Pattison Outdoor pillars and replace them with 85 pieces of art.

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The Hype

Prime Time

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Google unleashes its own TV, entire entertainment industry panics

Cable providers received a terrifying piece of news this week when Google announced the creation of Google TV, which combines cable and network television with programming available on-line through new televisions or boxes that use the search engine’s browsing technology. Users will be able to operate the TVs through a keyboard or their iPhones or Android phones and watch shows without going through the network on which they air, which could mean the collapse of subscription cable and satellite.

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The Hype

Leave It to Bieber

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Proactiv finds the most perfect spokesperson: Justin Bieber

To have Justin Bieber as the face of a product is to hit the marketing jackpot, but to have that product targeted primarily toward, even relied upon by, teenagers, well, no fee is too high a price. Proactiv has made Bieber its new spokesperson, joining a club that includes Vanessa Williams, Jessica Simpson, Katy Perry and Jennifer Love Hewitt. The Biebs is abiding by his contract dutifully, praising the product in an interview for People like a good pimple-free dancing monkey. “I know that for a teenager, it doesn’t matter how many people are looking at you, you don’t want acne on your face,” Bieber said. “I’m in the limelight all the time… I’m constantly doing interviews, constantly doing photo shoots and, you know, I’m determined to keep myself clear. Using Proactiv will help that.” Well played, Proactiv. The commercial (in which the Biebs praises hormones) at left.

Justin Bieber named the new face of Proactiv [People]

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