For the Record: Bell fights back

John McLennan, Bell Canada's president and chief executive officer, fronts a new 60-second spot for residential tv advertising welcoming back customers who have tried other long-distance carriers.The tv spot began Nov. 22 and runs for three weeks in Ontario only. McLennan...

John McLennan, Bell Canada’s president and chief executive officer, fronts a new 60-second spot for residential tv advertising welcoming back customers who have tried other long-distance carriers.

The tv spot began Nov. 22 and runs for three weeks in Ontario only. McLennan gives his personal commitment to those customers and introduces the tagline ‘We’ll earn your business.’ The spot will be followed by residential customer testimonial ads.

Leo Burnett Advertising in Toronto produced the McLennan spot and the testimonial ads.