OTHER CITIES: VANCOUVER MONTREAL

City Gets a Sense of Humour with Steve Fenton

Posted by Tanja
Filed in City
September 28, 2006

The City's latest advertising campaign, launched this month, features Steve Fenton and his School of Bad Driving. The effort here is to combat driver/cyclist/pedestrian ignorance when it comes to the rules of the the road and promote safe commuting.

Instead of taking a hard-line approach and putting out some serious PSA style spots on local radio though, some nerdy humour is being used instead. Is it working? Well, when
"Mr. Fenton" drove up onto a sidewalk on Queen West today (knocking over a fake parking sign while at it) people took notice of his hilarious look and willingly accepted his business cards.

Those who were confused needed only visit the web address on the card.

What did they find there?

Driving safety tips.

Mission accomplished.

I'm actually mildly impressed. It was creative, funny and, for the most part, simply effective. This, from city hall? Where am I?

Reader Reviews and Comments

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"It's okay to cut someone off as long as you wave." Classic.

I'm loving the new ad campaign, and having a real life Steve Fenton is even better. The city must be outsourcing to a new ad agency, because this is one of the few city ad campaigns I've seen that isn't completely blah.

Posted by: Sameer Vasta

at September 28, 2006 9:11 AM

I'm tellin' y'all its sabotage!

Posted by: Sean Galbraith at September 28, 2006 9:52 AM

I've *seen* him, while going by on a streetcar, and wondered what his schtick was. I'm impressed it's a city initiative -- I thought it was some kind of independent satire. Damn cute guy too.

Posted by: Gloria at September 28, 2006 1:23 PM

This is awesome. We need more of this!

Posted by: jerrold at September 28, 2006 1:38 PM

i thought this was funny because i have a brother named steve and our last name is fenton... i saw an ad for this and couldnt stop laughing... im trying to convince my brother to dress like his bad driver counter part for halloween

Posted by: Jennifer Fenton at October 5, 2006 10:52 AM

haha!

Posted by: Tanja at October 6, 2006 10:11 PM

This ad campaign is so hXc! Wunderbar! C'est tres drole!!!

I wish there should be some TV commercials featuring Steve Fenton himself of course.....

Posted by: Simon at November 1, 2006 12:36 PM