Wal-Mart begins Canadiens campaign
Retail chain Wal-Mart has begun a hockey-related television campaign that is airing in Quebec on RDS during Montreal Canadiens games. The campaign consists of six 10-second commercials that will air as each game progresses. The ads feature company spokescharacter Smiley, who will either cheer for the team or encourage them in various ways depending on whether the Canadiens are winning or losing. The campaign, developed by Allard Johnson Communications of Montreal, will run until the end of January 2008.