THE BATTLE FOR EYEBALLS: FALL TV PREVIEW SPECIALTIES CAST WIDER NETS, WHILE CONVENTIONALS STRIVE TO STAY ON TOP IN THE RIGHT RETINA, ONE OF CORUS STIFLES SCREAM, BOWS THE NEW COMBATANTS BROADER-FACETED DUSK BRAND OF THE YEAR STEP CHANGE CCoverJul09.inddoverJul09.indd 1 77/10/09/10/09 99:55:18:55:18 AMAM SAVE THE DATE October 7 Design Exchange An exploration of cutting-edge media executions with global impact. Presenting Sponsor To book tickets call Presented by Joel Pinto at 416-408-2300 x650 For sponsorship opportunities contact Carrie Gillis at
[email protected] atomic.strategyonline.ca SST.14386.Atomic.ad.inddT.14386.Atomic.ad.indd 1 77/13/09/13/09 55:30:26:30:26 PMPM CONTENTS July/August 2009 • volume 20, issue 12 4 EDITORIAL Instead of campaign, think election 10 6 UPFRONT How Canada fared in Cannes, Caramilk’s 16 secret revealed and answers to other life-altering questions 10 WHO Bud Light’s Kristen Morrow brings the bevco’s booze cruise to Canada 14 CREATIVE Pepsi and Coke take a page from the same book of warm, fuzzy feelings 16 DECONSTRUCTED Beer wars: Kokanee vs. Keith’s (people have gone to battle for lesser things) 19 FALL TV 14 Find out what the big nets have lined up, which new shows will burn out or fade away and how specialties are evolving to woo new audiences (and advertisers) 48 FORUM Will Novosedlik on the unrelenting power 19 of TV and Sukhvinder Obhi on getting inside consumers’ brains – literally 50 BACK PAGE Lowe Roche breaks down an agency’s thought process…this explains why there’s so much Coldplay in commercials ON THE COVER Our very cool (and a little creepy) cover image was brought to us by the dark minds at Dusk, the newly rebranded Corus specialty channel replacing Scream this fall.