We all know what a problem parental hockey rage can be in this country; imagine what it must be like in Canada. Well, it's bad enough to require its own "Bad Parents" TV campaign, courtesy of the Canadian Hockey Association, themed, "What if kids pressured us the way we pressure them?" Three spots feature a kid berating his poor-putting dad on the green; another kid ripping into his father and a cop as Daddy gets a ticket; and a little girl who calls her mother a wimp when she does nothing after a woman bangs into her shopping cart in the supermarket. Then the blonde tyke is banging on the glass of a refrigerator case, yelling, "Fight! Fight! Fight!" Funny, but oddly poignant. Tag: "Relax, it's just a game."
Client: Can. Hockey Assoc. Agency: Palmer Jarvis DDB/Vancouver CD: Alan Russell CW: Joseph Bonnici ADs: Daryl Gardiner, Janice Cronhadl Director: Tim Godsall/Untitled Editor: Don Macdonell/JMB Post, Vancouver