Newfoundland and Labrador Tourism: Moose

Yesterday, 120,000 moose hated John. Today, 119,999 really hate John.

Advertising Agency: Target, St. John's, NL, Canada
Creative Director: Tom Murphy
Head Creative Director: Jenny Smith
Art Director: Jeff McLean
Copywriter: Terri Roberts
Photography: Roth & Ramberg
Senior Account Manager: Ernie Brake
Account Manager: Kristen Baker
Published: January 2011

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13 comments

morse's picture
morse
16005 pencils

I guess it works for hunters, but I feel sorry for the moose.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

Ron Burgundy's picture
Ron Burgundy
1636 pencils

Lol

Asynchrone's picture
Asynchrone
318 pencils

Agree.
And I don't think they hate him.
But he don't like them whatever.

Jaap Grolleman's picture
Jaap Grolleman
7004 pencils

American hunters might be different than those I know in the Netherlands. Here it's more about preserving nature's balance. This ad makes it look like some gruesome "killing just for fun".

Billoughsby's picture
Billoughsby
5091 pencils

Jack, in the U.S.all hunters claim it's about maintaining nature's balance too. If they don't kill half the herd, the plains wind up -- love this made-up phrase -- "overgrazed".That rah rah is just part of their rehearsed response to critics.

Agree these ads are a little too gleeful about bloodsport. But for what they are, and taking the target audience into account, well enough done, i.m.o.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

mdb1974's picture
mdb1974
411 pencils

Here in the states Canada is not America.

whatthefudge's picture
whatthefudge
1268 pencils

Yesterday, 120,000 moose hated Chuck Norris. Today, 1 really hates Chuck Norris.

akshaysrikar's picture
akshaysrikar
420 pencils

and one day (soon), there is gonna be a campaign on 'Save the Moose'.

Wordnerd's picture
Wordnerd
6662 pencils

url doesn't work. now what to think of that

writersblog's picture
writersblog
556 pencils

come to think of it, it's almost as effective as drive-to-web as... http://thelongestlistofthelongeststuffatthelongestdomainnameatlonglast...

Wordnerd's picture
Wordnerd
6662 pencils

yeah it was a pain in the ass to type 3x to be sure as well ;)

blahblahblahblah's picture
blahblahblahblah
25 pencils

Interesting and odd strategy to take. Newfoundland, to my knowledge, isn't top of mind when it comes to hunting and fishing destinations. And yes, the tone and the look on John's face, I feel, are enough to turn potential visitors of NFLD off.

abake's picture
abake
1266 pencils

The ad is pretty funny, and considering the target audience I guess it must be pretty effective as well.
Not my cup of tea though...

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