Bell mobility, like rival Cantel, is promoting its Liberti cellular phone as a safety device as much as a convenience.
The television advertising for the Amigo phones launched by Cantel last June depicts a lonely road scenario where a woman stranded with her car uses her cellular phone to get help.
The product is described as ‘Affordable Peace of Mind’ in the ad developed by Gee Jeffery and Partners.
The two new 30-second television spots for Bell Mobility’s Liberti phones portray scenes in which people in difficult circumstances wish they had a cellular phone.
Although humorous, the ads show people who are either lost or stranded.
The Liberti advertisements, developed by Cossette Communication-Marketing, will be part of a seven-week television, print and radio campaign.
According to Rosanna Cavallaro, Bell Mobility’s director of advertising and promotion, the company is not trying to prey on people’s fears.
‘Safety is obviously a big concern for many people, but we’re not focussing on safety,’ Cavallaro says.
‘The overall communication is that it is a cellular phone that is available to everyone, and for everyone,’ she says.
Cavallero says the situations depicted in the commercial are examples of situations people find themselves in every day.
‘It’s such a universal thing getting lost, or being caught without a phone when you need to communicate,’ she says. AB
