Just after shooting the last Montreal special episode of Canada AM, showing off Gregory Charles at his Vintage theatre in the Old Port, Jeff Hutcheson shot a promo outside for CTV Montreal. It was kinda lame, a fake telephone conversation whose contents I don’t even remember, but had to do with the weather. But the punchline was Hutcheson opening up a CTV News umbrella and turning it around to reveal the words you see above: “Lori said it would rain!”
He shot a bunch of takes of the promo, and had trouble locking the umbrella open each time. Eventually, as they were doing extra takes to fine-tune various points of the bit, it broke:
I guess we have it, the producer said to a laugh. They didn’t have a back-up umbrella.
I was fascinated by this umbrella. Was it a one-off? Are there piles of them in a promotion office somewhere? Can you buy one?
Louis Douville, CTV Montreal’s general manager, said they’d ordered about a dozen of them. But my query apparently made him think about “wider distribution, maybe even as contest giveaways.”
He also said I could have one. But blasted journalistic ethics mean I have to turn him down. (I don’t keep swag of non-trivial value unless it’s given away to the general population or was acquired in a non-journalistic context from someone who doesn’t know I’m a journalist.)
I like the idea of popular but local references like this. And I’m sure people would be interested in owning an umbrella like this. But I wonder how many.
My blog’s readers are obviously not a representative sample of the population, but definitely a good cross-section of hard-core fans. (Do local TV stations have those?)
So I put the question to you: Would you buy this umbrella? Or would you enjoy winning one in a contest? Or is it just a bit too cheesy for you to be seen walking around in the rain with?
UPDATE (July 6): Here’s the promo ad Hutcheson was shooting:
It’s just as cheesy as I had thought it would be.
Except, they don’t call it CFCF-12 anymore. They call it “CTV Montreal”, in order to comply with the “CTV [Name of city]” naming convention imposed by national office. Neither do they call their newscast “Pulse”, because CTV wants it called “CTV News” (or, if you must, “CTV News Montreal”). And other than the newscast, which runs 19 times a week, there is no other programming produced at 1205 Papineau Avenue.
But when CTVglobemedia told its local stations that they were opening their doors on Saturday, I joined a few young aspiring journalists for a tour of the station, my first time setting foot in the building.