AIDS Committee of Toronto, Kiss
This print and outdoor ad for the largest AIDS service organization in Canada debuted during Gay Pride and brought the wrath of the maker of Marlboro cigarettes, Philip Morris. It parodies the popular brand's Marlboro Man campaign and borrows of the well known slogan, "Welcome to Marlboro Country."
"In the look and feel we believe it's very similar and it concerns us," National Post quoted Robert Kaplan, Philip Morris's director of communications, saying. "We object to any unauthorized use of our intellectual property." He added, "We have no problem with the cause, we understand the importance of the cause ... it's more about the use of what feels like something that's very similar to our own intellectual property."
In response, Charles Roy, executive director of ACT, said, "Our ad tried to be a parody on any number of ads that have been running over the past 30 years that target a macho male image. There are
He said ACT checked with lawyers before the campaign and that they said it would not infringe any copyright.
The Toronto Transit Commission also registered several hundred complaints against the ads, which were supported by $400,000 (Canadian).