Placements Quebec has shaken loose its old-fashioned image in a Quebec Savings Bonds campaign launched earlier this month by Communications bleu blanc rouge of Montreal.

The French-language television advertising has a look that’s a cross between a James Bond movie and the trailer for the new feature Mission Impossible.

In the 30-sec. spot, a man with a briefcase is followed by a covert team of ‘agents’ in his mission to purchase his Quebec Savings Bonds.

The campaign uses the theme line, ‘nouvelle emission,’ which means either new issue or new program. The bonds are sold for a two-week period through financial institutions or directly through Placements Quebec.

Fifteen-sec. teasers running May 11-15 touted ‘l’emission la plus attendue de l’annee,’ or the most eagerly anticipated issue of the year.

The campaign includes point-of-sale posters, print ads in daily newspapers, and flyers.

The English-language campaign, consisting of radio, newspaper ads and flyers, takes a different approach.

Built around the theme, ‘Life goes by fast,’ the advertising is more emotional and financially-oriented.