# Advertising for Word Nerds Montreal Gazette Proves That Words Matter By Vincent Salera | Published 2009-03-02 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/wordvertising-montreal-gazette-uses-words-to-sell-papers References: [adsoftheworld](http://adsoftheworld.com/media/print/the_montreal_gazette_president) & [bleublancrouge](http://www.bleublancrouge.ca/) The [Montreal Gazette](https://www.trendhunter.com/trends/gray-collections-special-packages)’s television, radio and print ads have captured everyone’s attention in Montreal as well as all of Canada with their clever word-focused ad campaigns. The television and radio ads are even more distinctive and memorable with the inclusion of an [original musical score](https://www.trendhunter.com/trends/music-deserves-bose) by Montreal’s Alexandra Streliski. I love the use of the wording in January’s edition to say goodbye to President Bush and hello to President Obama. The ads were created by advertising agency [Bleu Blanc Rouge](https://www.trendhunter.com/trends/bleu-de-chanel), Montreal, Canada with creative direction by Gaëtan Namouric and J.F. LeBlanc. The copy was written by Sébastien Maheux and Justin Kingsley. ## Trend Insights (Trend Hunter) - Score: 2.7/10 - Popularity: 59% | Activity: 13% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Clever Word-focused Ads:** There is an opportunity for advertisers to create clever ad campaigns that focus on words to capture the attention of their audience. - **Inclusion of Original Musical Score:** By including an original musical score in ads, there is a chance to make them even more distinctive and memorable. - **Wordplay in Advertising:** Using wordplay in ads, like saying goodbye to one president and hello to another, can create clever and attention-grabbing campaigns. ### Who This Affects Most - **Advertising:** The advertising industry can benefit from incorporating clever word-focused ads and wordplay in their campaigns to capture audience attention. - **Music:** The music industry can explore opportunities to collaborate with advertisers and provide original scores for ads, making them more distinctive and memorable. - **Publishing:** Publishers can utilize clever word-focused ads and wordplay in their own advertising campaigns to promote their publications and capture the attention of their target audience. ## Related on Trend Hunter - [Lazy Cereal Campaigns](https://www.trendhunter.com/trends/surreal-cereal.md) - [Playful QSR Campaigns](https://www.trendhunter.com/trends/mcdonalds-campaign-1.md) - [Miniature Billboard Ads](https://www.trendhunter.com/trends/mini-media.md) - [Canadian-Focused Campaigns](https://www.trendhunter.com/trends/look-for-the-leaf.md) - [Creative Ad Responses](https://www.trendhunter.com/trends/kiehls-response.md) - [Ad Inspiration Archives](https://www.trendhunter.com/trends/nobody-reads-ads.md) - [Snow-Accented Beer Ads](https://www.trendhunter.com/trends/stella-artois-ads.md) - [Graffiti-Inspired Branding Campaigns](https://www.trendhunter.com/trends/mosaic-north-america.md) - [Canadian-Made CPG Brand Campaigns](https://www.trendhunter.com/trends/made-by-canadians-for-canadians.md)