A-B will use Wayne Gretzky in a "new iteration" of the
"Bubble Boys" campaign from DDB, Chicago, which "depicts the
misadventures" of table-top hockey figures, according to
Terry Lefton of BRANDWEEK. A-B, which "switched its NHL
sponsorship from supporting" its Bud Ice brand to Bud Light
last season and was unable to use active NHL players
"because of standard contract restrictions," is "betting
Gretzky's name is enough to merit anchoring its biggest
hockey push ever." A-B will support the campaign with
"considerable air time outside" of NHL telecasts. The
campaign is set to break early next year (BRANDWEEK, 9/20).
WAYNE-ING SENTIMENT? Gretzky has come under some fire
in Canada for his role in an awareness campaign for
osteoarthritis, in which he also promotes Tylenol (see THE
DAILY, 9/16). In Toronto, Carolyn Abraham wrote that Gretzky
"has had his armour chinked by media jabs that mercenary
motives lie behind his work for a serious disease. What's
more, allegations linger that his reported condition [of
having the early symptoms of osteoarthritis] is a 'ploy'"
(GLOBE & MAIL, 9/18). The CP's Dan Ralph wrote that the
"fact [Gretzky] was being paid as a spokesman began to be
emphasized as did that Gretzky hadn't been definitely
diagnosed with arthritis" (CP/EDMONTON JOURNAL, 9/20). In
Toronto, Stephen Brunt reported wrote that Gretzky's
appearance in the campaign along with "tough questions"
regarding it -- including whether he had the disease and
whether any of his compensation was going to charity --
"sullied" his "carefully cultivated persona. Whatever the
damage control performed in the days to come, ... this will
remain the first time that a lot of people are saying, 'Gee,
I wish Wayne hadn't done that'" (GLOBE & MAIL, 9/18). But
the NATIONAL POST's Cam Cole wrote that "if plugging a
disease through an aches-and-pains pill, rather than
donating his services to the Arthritis Society, is the
nuclear bomb that transforms Gretzky from a national hero to
a money-grubbing charlatan, then somebody's sense of
perspective is seriously out of whack" (NATIONAL POST.
9/20). All this came as Gretzky began writing a weekly
column for the NATIONAL POST. Gretzky did not address the
issue in his inaugural piece (NATIONAL POST, 9/18).
