January 2011

Print advertisment created by Target, Canada for Newfoundland and Labrador Tourism, within the category: Transport.

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

Comments (13)

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Highest Rated

Wordnerd's picture
Activity Score 6692

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

morse's picture
Activity Score 17883

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

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

Ron Burgundy's picture
Ron Burgundy
Activity Score 1632


Asynchrone's picture
Activity Score 318

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

Jaap Grolleman's picture
Jaap Grolleman
Activity Score 6992

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
Activity Score 5142

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.

That's it.

mdb1974's picture
Activity Score 411

Here in the states Canada is not America.

whatthefudge's picture
Activity Score 1266

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

akshaysrikar's picture
Activity Score 420

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

Wordnerd's picture
Activity Score 6692

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

writersblog's picture
Activity Score 553

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

Wordnerd's picture
Activity Score 6692

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

blahblahblahblah's picture
Activity Score 25

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
Activity Score 1264

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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