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This Cute Science Museum Ad Was Deemed Too Violent for Canadian TV

To Canadian TV, this family-friendly spot isn’t friendly enough.

This Cute Science Museum Ad Was Deemed Too Violent for Canadian TV
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Oh Canada, a land so nice that a guy getting smacked in the face by a flying newspaper is too violent for TV. This is what happened to “Positively Painful,” a new ad for Vancouver’s Science World Museum from agency Rethink Canada.

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The spot features a high-spirited, hapless man who steps forth from his beautiful suburban house in the morning, only to encounter a series of cartoonish mishaps. There’s the offending newspaper, a nail on the front steps, a biting puppy, and a little kid who kicks him in the shins for fun. He also gets hit by a bus (off screen), though he weathers it all with good cheer. “Optimists feel less pain,” reads the tagline. It’s one of a series of sometimes gross, often funny ads the agency has created over the years under the heading “now you know.” But according to the agency, the Canadian Radio-television and Telecommunications Commission doesn’t want your curiosity piqued if doing so requires a few cheeky pratfalls and decreed the script too violent for TV.

About the author

Jennifer Miller is the author of The Year of the Gadfly (Harcourt, 2012) and Inheriting The Holy Land (Ballantine, 2005). She's a regular contributor to Co.Create.

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