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SBD/16/Sponsorships Advertising Marketing
GLOBE & MAIL PANS NIKE'S AD ATTACK PLAN FOR TORONTO
Published November 16, 1995
Nike's "Toronto Attack Plan," in which citywide advertising features local content and the Nike image, is featured in this morning's GLOBE & MAIL. Joe Clark notes the campaign -- which features ads on 60 subway cars, 10 buses-turned-billboards, posters on subway platforms, TV and billboards -- combined "powerful photography with hard-to-read typography." Clark: "Nike's posters read like a tract issued by a terrorist group with a fear of full sentences." Clark also notes the use of the Orator typewriter-style font, and color scheme made it difficult to read "from a distance." However, Clark notes "the campaign's photos are its true glory," but that "they are too local." Photos feature action shots such as aerobics at a local park and a local lacrosse league (Toronto GLOBE & MAIL, 11/16).