RBC is running a television spot to promote its Carry the Torch contest and sponsorship of the 2010 Olympic Torch Relay.
The 60-second animated spot, created by BBDO Toronto and its interactive division Proximity Canada, starts with RBC’s blue-suited, bowler hat-wearing advisor Arbie beginning the Canadian Torch Relay. Fellow Canadians join him as they carry the torch across the country, while the jingle spells out the different good deeds people can do to help improve their community.
Canadians who visit CarryTheTorch.com and pledge to make Canada a better place will be entered for a chance to become a 2010 Olympic Torchbearer.
The spot, entitled “Shiny Happy Relay,” depicts how ordinary Canadians will “have this once in a lifetime opportunity to run with the Olympic flame,” said Jacquie Ryan, director, Olympic marketing for RBC.
Online banner ads, branch merchandising, print, radio, employee programs and business marketing initiatives are also supporting the contest through to spring. The commercial will run until the end of next month. M2 Universal handled the buy.
“We are proud to bring the 2010 Olympic Torch Relay to millions of people in hundreds of communities across the country,” said Gordon Nixon, RBC president and CEO, in a release. “By asking Canadians to create a better Canada, we will harness the energy of the Olympic Games to positively influence the lives of all Canadians.”
The Olympic Torch Relay will begin its journey to Vancouver on Oct. 30, 2009, with the traditional lighting ceremony in Olympia, Greece. The torch will arrive at B.C. Place on Feb. 12, 2010 for the lighting of the Olympic cauldron, signaling the start of the Vancouver 2010 Olympic Winter Games.
