A marketing agency has put the mayor on the naughty list—for a good cause.
On December 20, Santa and a gaggle of elves will travel to City Hall and deliver a heap of coal to Mayor of Toronto—and latest addition to the naughty list—Rob Ford.
This special delivery from St. Nick is the brainchild of Bob’s Your Uncle Agency, a local marketing firm. “We have never sent coal to anyone,” said agency CEO Robert K. Froese. “[But] this really did seem like a unique situation.”
Froese and his team have set up a web page, robfordcoal.com, where visitors can “drop a lump of coal” into a digital stocking for Ford. The coal gag isn’t just a jolly Christmas jape on Ford. For every lump contributed, Bob’s Your Uncle will donate $1 to a children’s charity, up to a maximum of $5,000. It’s a way to give underprivileged kids on the Nice List a better Christmas.
With over a week left until the December 20 cut-off, over half a million lumps of coal have already been added to the site’s stocking. And the number keeps growing, by roughly 100,000 lumps per day. “Clearly there is a significant metaphorical contribution,” Froese said. With the 5,000-lump goal already surpassed, there seems to be something more than the spirit of giving at work now.
As the mayoral election is still months away, and the likelihood of Ford being visited by Christmas spirits (ghosts, not alcohol) is looking low, giving him metaphorical and virtual coal might be Toronto’s best chance to send Ford a little comeuppance.
So give it a shot. Visit the site, and click the “Add to the pile” button. Then click it a dozen more times. That feeling you get as you watch each dull black lump thud into the sagging stocking while the numbers on the coal counter roll ever higher—it’s pure catharsis, the greatest gift of all.
Bob’s Your Uncle Agency will be revealing on December 23 which children’s charity will receive these donations.