CAMPAIGN: Canadian Hockey Association

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Vancouver's Palmer Jarvis DDB, recently named Canadian agency of the year- for the seventh time in a row-created these humorous spots to discourage "hockey parent" syndrome. The spots are based on the simple premise, "What if kids pressured us the way we pressure them?" But the scenarios are funny and effective, courtesy of funnyman director Tim Godsall. In "Groceries," a young girl urges her mother to drop the gloves after a minor shopping cart collision with another customer. "What's wrong with you, are you chicken?" the daughter chides. In "Golf" a son ostracizes his father on the course as the dad tries to make a putt, using timeworn parental classics like "That was pathetic," and "Sorry doesn't cut it."

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

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