The union representing 9,000 of the TTC's workers wants to make friends, and it's splashing the cash to make sure you know it. Amalgamated Transit Union Local 113 officially launched its first major advertising campaign, which includes cinema adverts, TV spots, and subway posters, at a press conference this afternoon.

The full theatrical video has been circulating on the online for at least a month, but other, shorter ads were also released today. The overall goal of the campaign, entitled "Protecting What Matters," is to draw attention to the maintenance staff, technicians, and cleaners, the union says aren't celebrated enough while making the union more appealing.

Visitors to the campaign website can win a monthly Metropass for watching and liking the ads on Facebook. (No subtlety there.)

The city recently decided to contract out 160 union cleaning jobs, saving itself roughly $4.2 million. Bob Kinnear, president of ATU Local 113, had threatened a "work to rule" period in protest, but that now seems to be on hold.

Speaking to reporters at today's launch, Kinnear didn't mince his words, saying the TTC has done a "piss poor" job of championing the efficiencies of its workers. Do you agree? Is the TTC too reluctant to sing the praises of its staff?

Check out the videos below. Pretty decent?

THEATRICAL - CINEPLEX ODEON FALL 2012

TELEVISION

Videos and screencap: Amalgamated Transit Union Local 113