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The commercial, airing during the year’s most watched sporting event, is an extension of the integrated marketing campaign—radio, newspaper, direct mail, online and outdoor—Bell launched last month to promote its new bundled service options.
“It’s a big TV moment every year,” says Nicolas Poitras, Bell’s senior director of marketing and communications. “We also know that Super Bowl fans are more than ever addicted to HD television and high speed Internet—TV obviously to enjoy the games, and Internet to keep current with stats. It was an extremely relevant target.”
The 30-second commercial, created by Cossette Communication-Marketing, features two men staring through the window of their neighbours’ apartment at two beautiful woman inside. They wonder why the neighbours always get the beautiful woman and not them. It’s probably the great furniture, they conclude.
The neighbours, of course, turn out to be Frank and Gordon, and the women are amazed by the beavers’ HD TV and their fast Internet connection. The ad will air four times during Sunday’s Super Bowl on CTV in Ontario and on Quebec sports specialty channel RDS and will continue to run through February and March.
Cossette Media handled media planning and buying.
