TORONTO – Showcase has released a national consumer advertising campaign in support of its new original series Endgame in advance of its premier on March 14 at 10 p.m. ET/PT.
At the cornerstone of the campaign is a street stunt which will see eight-feet high chess pieces displayed around high-traffic areas of the downtown Toronto core. Playing on the theme of the series, the king pieces, one black and one white, appear murdered: the white piece by hanging and the black piece by a knife, both branded with the Showcase logo and Endgame tune-in. The campaign also includes transit shelter ads in Toronto, Kitchener, London and Ottawa; ads on the sites MSN, AOL and Casale; plus print ads and on-air spots on Showcase, Global and across Shaw Media’s specialty channels.
“Endgame is an intricately layered, smart and visually-striking series. We wanted to convey these same exciting elements through our creative executions,” said Muriel Solomon, senior director of marketing at Shaw Media, in the announcement. “We leveraged stunning photography of series star Shawn Doyle and capitalized on the chess theme running throughout the show. The result is a vibrant, sleek, impactful campaign that without a doubt intrigues viewers to tune-in to this dynamic series.”
Targeting adults 25-54, the four-week campaign capitalizes on the series premise of agoraphobic chess master Arkady Balagan (played by Shawn Doyle) who makes ends meet by solving crimes.
