Bell Canada is offering proof of its metamorphosis into the ‘New Bell’ with its latest campaign from BBDO Canada.

One television spot is currently on air. It will be followed in the next few weeks with two other commercials launching a number of new products and services.

The opening spot features Bell Canada president John McLennan for the third time in as many campaigns.

Ken Hadfield, Bell’s director of marketing communications, says the advertising was designed to show that Bell has delivered on the promises made by McLennan in his first foray as spokesperson two years ago.

‘I think it’s natural, in a marketplace where there has been a dominant company, for the incumbent to be taken for granted,’ says Hadfield, adding the expectation on the part of consumers is that incumbents aren’t going to be particularly competitive or customer service-focused.

‘That’s not what has happened at Bell. We’ve responded to competition very effectively. We’ve become very competitive and customer-focused but because we’re the incumbent, we didn’t feel the marketplace was giving us credit for it.’

Vignettes of Bell employees are interspersed with footage of a casually-dressed McLennan walking outdoors as he tells consumers what Bell has been doing the past two years to become the kind of phone company customers wanted.

He also makes another promise: ‘Over the next year, the people at Bell will deliver new products, new savings and new services that can compete not just with any phone company in Canada but with any phone company in the world.

‘Because this is a new company. This is a New Bell.’

At the end of the commercial, a dramatic shot reveals that McLennan has been walking in field of satellite dishes.

Hadfield says the campaign is an opportunity to build momentum behind the brand at a time when Bell expects competition to become even more intense.

‘There has been an evolution and competitors have come into the marketplace, for all intents and purposes, with pretty much a singular price message.

‘Our value proposition to consumers is much broader than just competitive prices and includes things like innovative products and services,’ he says.

‘We’ve become a company that’s easier and more friendly to deal with, a company our customers prefer to deal with.’