Tourist Board: "FRESH AIR" Radio ad by Pirate Radio & Television

Advertising Agency: TARGET, CANADA, CANADA
Creative Director: Tom Murphy
Scriptwriter: Jim Francis/Terri Roberts/Jenny Smith/


Script in English
FVO: You know what; there should be signs at all Newfoundland and Labrador airports that say, ‘Fresh Air’. See, it hits people as soon as they come here. There’s no smog. What’s that smell, they ask. And they realise it’s nothing – it’s fresh air. Well, then they get all excited and hyperventilate and fall over. Sure someone’s liable to skin a knee or stub a toe or something.

And then there’s the wind which as we all know is fresh air in big sheets. Wind that’ll have ‘em blowing around like a plastic bag on the 401. And their hair will look like a bird’s nest unless, of course, they are follicly-challenged. Not that there’s anything wrong with that.

Ya can just see them, walking along the trails of coastline. The wind blowing the waves and whitecaps. And they’ll be looking for the whales. Mind you, they’d be hard-pressed to see them what with the piles of broke-off stiletto heels and discarded Italian shoes. Oh, the fashion carnage. Ya see, all this nature, it’s really confusing.

Yeah people should definitely think twice before they come to Newfoundland and Labrador. Take a couple of deep breaths, at least.
Brief Explanation
Typically, tourist destinations highlight their most famous attractions in print and television. But Newfoundland & Labrador is anything but typical. So we went ‘off the beaten track’ in both content and medium to grab the attention of travellers (versus tourists) interested in such an unusual destination. First, by using radio and secondly, by humorously telling our urban target market in Toronto about the ‘problems’ of fresh air, something that’s abundant in Newfoundland and Labrador but scarce in Toronto, a place where everyone is looking to escape the humidity and smog. The radio spot ran while people commuted on busy expressways.