gor[b] Paul Gorbould: Words and Pictures

Sophie’s choice location

You may recall (if you haven't given up on my blogging of late - sorry) that I have a bug in my ear about billboards, particularly the petty little guerre between CTV and CBC in the vicinity of the CBC's Toronto HQ. CTV had the foresight to buy up all the avails around the Death Star, so we're constantly staring at the competition.

Well, seems turnabout is fair play. This morning I noticed this airbrushed ad being completed a half block from the CHUM-City building, which with City's recent purchase has became a cornerstone of CTVglobemedia.

Yes, that's the nerdy, iconic promo shot for the new CBC series Sophie, which premieres Wednesday on CBC. The large, hand-painted billboard sits just east of the CHUM-City parking lot at Queen & Duncan Streets. Yet another "f*** you" billboard - and if you squint your eyes a little, it sort of looks like Sophie is flipping the bird.

[No idea if this street level ad is legal (unlike the Strombo one) - but I bet our friend Rami would know. I'm guessing it counts as a mural, though technically it's painted on a flat surface bolted to the wall, so it's likely kosher. At least there's an artist involved.]

I can't vouch for the show, but it's nice to see our communications folks fighting back, I guess.

Update: According to Rami, the painted sign has no permit and is "totally illegal".