VERITAS: TOUCHDOWN - CANCER ADS EARN COVERAGE

All right, enough politics. The Canadian Cancer Society previewed some edgy new commercials this week – so edgy that they ended up earning their way into news coverage. That’s a free play for your paid ads, and it’s gold, Jerry! The clip of the guy ranting about “you killed my mother” and then vowing to never let the party responsible get away with it again just jumped out of my radio when I heard it on Thursday morning newscasts. Turns out that the killer is the disease. When paid ad campaigns dovetail perfectly with “earned” media coverage as we call it in the business, that’s a brilliantly integrated effort. Touchdown!