Bell 5G+ is opting for a little less conversation and a little more action. The service provider launched its 360 campaign nationally during Canadian coverage of Super Bowl LIX on Feb. 9, featuring a colourful, frenetic music video starring professional Canadian dancers.
Devorah Lithwick, senior vice president and chief brand officer for Bell Canada, tells strategy the spot is a pivot from previous efforts.
“This spot is different because it represents a shift from our dialogue-based campaigns that provide logical reasons as to why we believe Bell is a better choice and instead focuses on the feeling one gets when they’re experiencing a great network connection,” Lithwick says. “We’re standing out from the crowd, by leaning into a feeling, using a catchy song and talented dancers.”
In collaboration with agency partner LG2, the video was choreographed by Shanie Blais and featured Sunny Boisvert, Yelda del Carmen, Michel Dubé and other internationally renowned Canadian dancers. The production, by Romeo, is set to the music of Andrea True, More, more, more remixed by Circonflex.
“From the director’s vision to the choreography and music, we collaborated with leading artists and creative minds to craft a truly memorable and engaging experience, and we’re proud to have used Canadian talent to produce the spot,” Lithwick says, adding: “The Super Bowl on CTV, TSN and RDS presents an unparalleled opportunity to reach an incredible number of Canadians and be part of their Super Bowl parties.”
Extensions of the campaign include digital and social pre-roll videos, radio spots and digital out-of-home promoting Bell 5G+ running between now and May. Media Experts was responsible for the media buying and planning.
“Our long-standing collaboration with Bell has enabled us to go one step further, and embark on a production that moves away from the product per se, to bring unique emotions to life through a veritable festival of talented artisans,” Nicolas Dion, partner and creative director with LG2, said in a release. “Dance, a medium that brings people together both in front of the TV and on TikTok, is highlighted and associated with a service that multiplies its influence tenfold.”
