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Times, and underwear, have changed

Thanks to Cathy Henderson, who sent us these photos of a billboard placed on Front Street in 1978 that caused a great deal of controversy
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Back in 1978, the billboard above caused a minor uproar when some residents felt it was too racy.

Apparently, modelling underwear was still risqué at that time.

The ad showing Stanfield’s underwear said, “Hand me my Stanfields.”

The billboards caused concern across Canada and Thorold was no different as city council, under then Thorold Mayor Don McMillan, received some complaints, including a letter from one woman who said she found it “very offensive.”

The story made the local daily on Tuesday, May 2, 1978. The company was owned by relatives of the former Canadian Progressive Conservative leader Robert Stanfield, which drew more attention from Canadians.

The company’s head office in Toronto reported they have received complaints but claimed most responses were in favour of the ad.

City council resolved to "deal with the matter," but there's no report on what that entailed. There is some irony in the fact that the adjacent billboard features cigarettes, which were eventually banned from ads.





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