Good local Toronto references in Jameson billboards

These ads are more attention getting because they have local Toronto area references. I see "Massey Hall" on a billboard and it catches my eye, it's not a usual thing you see in a big corporate ad in Toronto. Also their add in Little Italy about how Little Italy can even use a little Irish was another attention getting tactic which worked. Maybe the local angle to break through the billboard and adverting clutter is an effective tool in this day and age.