Drone-powered ad for PC Health chatbot slammed as 'dystopian' by some residents

On Thursday night, more than a thousand drones lit up the sky above Toronto's waterfront displaying a list of health-related questions in what turned out to be an ad campaign for a new President's Choice AI-powered chatbot.

Series of health-related questions appeared in skyline at around 11 p.m. Thursday

Listen to this article

Estimated 4 minutes

The audio version of this article is generated by AI-based technology. Mispronunciations can occur. We are working with our partners to continually review and improve the results.

On Thursday night, drones lit up the sky above Toronto's waterfront displaying a list of health-related questions in what turned out to be an ad campaign for a new President's Choice AI-powered chatbot.

"Can Melatonin lose its effect?" read the display. "Do I really need 8 hours of sleep?"

"What are the symptoms of insomnia?" it asked, before displaying a QR code for the service.

The display, which began around 11 p.m. and lasted 15 minutes, advertised a free chat service, that PC Health, owned and operated by Loblaw Companies Limited, says uses Canadian clinical guidelines to provide a "convenient" way to ask health questions and get real-time information.

Not all residents thought the ad was convenient, however.

Videos of the ad near Fort York surfaced on social media, garnering a wide array of reactions. On Reddit, some users expressed disgust, with one replier saying "these need to be banned immediately." Another said it obstructed their view while driving on the Gardiner Expressway.

"What dystopian hell are we in for now?" asked local urban planner Sean Galbraith on CBC Radio’s As It Happens Friday. "Do we not have enough advertising along the highways and such that we have to now pollute the night sky with more ads?"

Ad inspired by what 'Canadians find themselves asking late at night': company

Galbraith, who learned of the ad after the fact, called it "horrible" and even "ironic."

"It being dynamic and having all that movement and being so large in the sky, it was a real problem," Galbraith said. "It was maximally disruptive."

"Are you having trouble sleeping with a drone show buzzing in the night sky?" he said.

In a statement to CBC Toronto, Loblaw Companies Limited said the drone show was inspired by "many questions Canadians find themselves asking late at night."

"The drone show held in the downtown core was designed to illuminate those moments of uncertainty," the company said. "Canadians have questions about their health and wellness and they're looking for trusted answers."

The company added all required permits were obtained.

West-end local Jessica Matheson heard about the drone advertisement through social media.

"It definitely has a very dystopian vibe," she told CBC Toronto.

Companies need to consider 'boundaries': resident

Matheson says the product is intriguing at a time of shortage of health-care practitioners and long wait times. But the drone show itself wasn't welcome, she said.

"This came out of nowhere. It was blatant advertising," Matheson said. "This is just literally plastered where everyone can see and not everyone wants to engage in constant advertisement."

Matheson says she hopes there will be more nuanced discussions about the use of drone shows as advertising.

"There still needs to be a relationship with people and how they want to view [a company’s] product," Matheson said. "You should seriously consider the ways you are marketing to people and not overstepping boundaries."

CBC Toronto has reached out to the city, Coun. Ausma Malik (Spadina-Fort York) and police for comment.

Meanwhile, Galbraith says the drone campaign is very different from billboard ads along Toronto’s waterfront because it wasn't static and draws attention away from what one might be doing.

"It's extremely tone-deaf on their part and really speaks poorly of what they think people in downtown Toronto should have to be subjected to," he said.

ABOUT THE AUTHOR

Gabriela Silva Ponte has been with CBC Toronto since January 2025. Currently, she works as a web writer, but has previously taken on a variety of reporting roles in ethnic media newsrooms and at Toronto Metropolitan University. Gabriela graduated from TMU with a Bachelor of Journalism. You can reach her at gabriela.silva.ponte@cbc.ca.