SBD/16/Sponsorships Advertising Marketing

GLOBE & MAIL PANS NIKE'S AD ATTACK PLAN FOR TORONTO

     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).
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