Rogers’s latest campaign is a carefully choreographed affair that aims to get families moving in lock-step on their mobile plans.
The video-led “Plus it Up” campaign, by agency partner Publicis, uses dance to deliver its message promoting the value of 5G+ mobile family plans.
“When families choose wireless plans, parents are often on one plan and other family members may be on another, typically with a budget brand,” says Terrie Tweddle, Rogers’s chief brand and communications officer. “We wanted to highlight that Rogers now has wireless plans that are perfect for the whole family – when you add more lines, the more you save.”
Tweddle says director Ian Schwartz’s visual, paired the lyrics of backing track “Too Easy” by Connor Price and Nic D, bring to life Rogers’s concept of family connection.
The “Plus It Up” campaign-specific message spans multiple channels, Tweddle says, to speak to Rogers’s wireless value proposition. “We Got You,” introduced in the last summer, remains Rogers’s current brand platform.
Earlier this year, Rogers teamed up with Publicis and Mindshare to create a multi-platform campaign for its Xfinity service that featured Keanu Reeves and ran across TV, OOH, online video and digital.
Tweddle says the work garnered a “fantastic response” from a brand and business impact perspective.
The telco’s string of campaigns in 2025 includes NHL playoff ads that featured the Triumph song “Lay It On The Line” and an Edmonton Oilers spot that highlighted the importance of star players’ childhood rinks.
