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Liquor advertised in Canadian cinemas a first

Published on .

TORONTO -- The first Canadian-produced spot for a distilled spirit is being shown in Canadian theaters. A 90-second commercial for United Distillers' Silent Sam Vodka began appearing in Cineplex Odeon theatres in Ontario and Alberta this week.

The spot, created by The Communique Group of Toronto, features a dream sequence, mysterious shadows and moody music, designed to appeal to consumers ages 21 to 35. The ad is part of an extensive campaign that involves street- level postering in Toronto and print ads in alternative news and entertainment magazines in Toronto and Calgary. There may also soon be sidewalk chalk art in front of licensed distributor outlets. United Distillers' ad budget is $7 million.

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