Bell is in the midst of a large two-pronged Olympic-themed television campaign from LG2 that promotes the benefits and technical features of its Bell Fibe TV product.
Bell opted for relatively large number of executions because the Olympics last so long and are watched so much, said Nicolas Dion, creative director at LG2, Bell’s AOR for Quebec. “People are watching the Olympics for two weeks and if you have only one or two spots, people get bored.”
The campaign is comprised of two distinctly different themes with two different objectives. One series of ads called “So Real” shows TV viewers each watching a different Olympic sport and expressing the same emotions as the athletes taking part. The song “So Real,” originally sung by the Chantels in the 1960s and re-recorded in English and French by Quebec singer Ariane Moffatt, plays in the background.
In the past, LG2 and Bell have focused on technical explanations to sell picture quality, said Dion.
“In this case we wanted to go beyond the technical and get to the emotional. The spots are very understated—they’re all about the emotions.”
In the second flight, six 20-second spots portray consumers taking part in fictional Olympics sports. Each ad sells a different Bell Fibe feature such as PVR. For these spots the intent was the opposite of the “So Real” ads with a greater focus on how the technology delivers positive attributes of Bell Fibe TV. The spots are meant to be “entertaining and fun, but selling at the same time,” said Dion.
LG2 has been a Bell AOR for the past four years, as one of the company’s three core agencies. LG2 does Quebec creative, adaptation from English to French for all media and online campaigns, and national mandates.
Media Experts handled the buy. Quatre zéro un did production and Vision Globale handled post-production.
