Finalist
John St.

Harvey's   Rolling Rampage   A Marca Bavaria   Scottowels   Viewer's Choice

VIEWER'S CHOICE

Adult movies are, as you may have guessed, a big item in the pay-per-view world. Viewer's Choice (owned both by Astral Media and Rogers) wanted to use mainstream media to let people know they have a lot of adult movies. The difficulty, of course, was advertising that fact in a way that stands out but can also appear in a weekly magazine that is read by anyone from a teenager to a grandmother. John St. chose not to show skin, but to suggest it.

"See the real thing" used cartoon metaphors of sexual adventures to suggest the content on some of the Viewer's Choice titles. "Kitten," "Beaver," and "Sausage" ran as full-colour, full-page ads in consecutive weeks in Toronto urban weekly Now. The campaign has helped Viewer's Choice maintain its share despite the launch of Video-on-Demand, a competitive offer from Rogers.

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Kitty	Beaver
Sausage