Accessible Media Inc. (AMI) has announced the launch of a new television campaign geared towards raising awareness and driving home a message. The television creative, which consists of two thirty second spots, was developed and produced by TBWA Toronto and voiced by Canadian actor, Gordon Pinsent.
The campaign promotes the rebranding of AMI’s open described video service, AMI-TV. The ads provide a highly descriptive account of what is happening on screen – not unlike the service delivered by AMI-TV to its blind and low vision customers.
“For the sighted, the most effective way to appreciate these spots is to close your eyes and listen,” suggests Peter Burke, AMI Vice-President of Marketing and Communications. “By showing how description can enrich what you can already see, we prove how important description services like AMI are to the blind.”
“Creatively we made a conscious decision not to dwell on the difficulties or challenges of being blind,” adds Mark Mason, Creative Director, TBWA Toronto. “Instead, we focused on the positive service that AMI provides.”
The campaign will air nationally in English Canada on a variety of channels carried on Bell TV, Cogeco, Eastlink, Rogers, Shaw Cable, Shaw Direct and Source Cable including A & E, CNN, TLC, Fox News, CNBC, Spike, TBS, MSNBC and BBC.