Two commercials, "What's Your Thing" and "The Hidden World of the House Hippo," transmit the message that nobody's good at everything, but everybody's good at something. The ads also strive to help boys develop healthy TV viewing habits.
Ogilvy & Mather Worldwide and Publicis SMW, both of Toronto, created the concepts for the commercials.
The CCA, founded in 1990, is a consortium of 24 companies that believe their ability to market and advertise to children is both a right and a responsibility. It launched an earlier campaign aimed at young girls.
Copyright June 1999, Crain Communications Inc.