In a corner of Toronto's Agincourt Yard, film crews get ready for sequence in
one of the 1968 series of commercials. What's it about? You'll find out during the TV football
season.
That foot-high statuette isn't an Oscar, but to the people involved in production
of television commercials it's as important as Academy Awards are to the world of film.
It's called a "Clio" and it was presented to Canadian Pacific and its
advertising agency for the best TV commercial produced in any category in Canada in 1967.
Announcement of the award was made at the ninth annual awards of the American
Television and Radio Commercials Festival held in the Lincoln Center, New York, USA.
The award-winner was the Airlines "Destinations" commercial, featuring
the world services of CPA, and one of a number of different commercials televised last year as part of
Canadian Pacific's sponsorship of Canadian Football League TV coverage.
Another production in the corporate series, the Freight Traffic "Meats"
commercial, won a Recognition in the service industry category for Canada and the United States.
This television commercial, shown in 1967 as part of the Company's corporate
advertising program will be familiar to Canadian Pacific football fans. Freight Traffic "Meats" won
a Recognition in the service industry category for Canada and the U.S.
Some 4,000 commercials were entered in the festival, of which about 200 were
selected for final judging, "which makes the award for the best commercial in Canada of particular
significance," said G.H. Baillie, Vice-President of Canadian Pacific.
The awards will be "a source of pride to many officers and employees
across the system, for it was their co-operation and enthusiasm "on location" that made the
production of these commercials possible," said Mr. Baillie. "In a very real sense, this recognition
of how well the Company's story is being told is a tribute to the efforts of Canadian Pacific people in
helping to tell that story."
A newcomer to football sponsorship last year, the Company this year is expanding
its sponsorship to a half of each game telecast on both the CBC and CTV French and English networks.
The 1968 CFL schedule includes 60 televised games beginning 31 Jul 1968 when the
Edmonton Eskimos visit the Montreal Alouettes and ending with the Grey Cup game in Toronto on 30 Nov 1968. The
schedule calls for most of the televised games to be carried in color.
Meanwhile, as the league opener draws near, film crews from Canadian Pacific's
advertising agency, McKim/Benton & Bowles, are wrapping up production of commercials for the 1968 football
season.
Some new commercials are being added, while some others will remain. All are aimed
at telling a wide audience of Canadians about Canadian Pacific and its people. Δ
Note: "Clio" was inspired in its design by Brancusi's
sculpture "Bird in Space", and in name by Greek mythology from Clio or Kleo, one of the Nine Muses,
indicating the celebration of accomplishments.
This Canadian Pacific Spanner article is copyright 1968 by the Canadian Pacific
Railway and is reprinted here with their permission. All logos, and trademarks are the property of the
Canadian Pacific Railway Company.
Canadian Pacific Set-off Siding Vancouver Island British Columbia Canada
