Tuesday, October 4,2005 @ 1:45pm
Apple's "Silhouettes" cause uproar in Toronto
Apple's Sillohettes ad campaign, which was awarded two "Gold" awards for its effectiveness, is apparently causing an uproar in Toronto (Canada), where the ads are the focus of a group trying to get the city to adhere to local legislation governing the placement of ads in public spaces and transit shelters. Advertising the iPod and iTunes Music Store, the "Sillohettes" are placed throughout Toronto on glass panels of the transit shelters, a public safety concern and violating the city's contract with Viacom Outdoor, according to the website. "Viacom Outdoor seems to be breaking the rules of [its] contract with the city for providing transit shelters. We don't know what's worse; an outdoor ad company treating our streets like their playground, or city staff turning a blind eye. We call on City Councillors to raise our concerns at Community Council, Planning & Transportation Committee and City Council."
Calling for the immediately removal of ads, the group's concern appears to be public saftey as the placement of the ads obstruct the view of pedestrians. Viacom's contract apparently allows the placement of "translucent" ads on certain parts of transit shelters; however, the website argues that the ads are not translucent and that ads only belong on the illuminated portions of the shelters and not the glass panels.
"What's worse is that there shouldn't really be ads on the glass shelters at all! The Viacom contract states that ads should only go on the illuminated sections of bus shelters, not on glass panels. Unfortunately, there is a loophole called "enhanced advertisements" that allows Viacom and city staff to agree on ads that are any size, on any surface, without consulting the local councillor or Community Council!"