Bell ExpressVu and Star Choice want consumers to love their televisions – at least the ones hooked up to their respective satellite TV distribution systems.
Late last month, Bell ExpressVu launched its largest ad campaign ever as it ramps up for the all-important Christmas buying season.
The $5-million ‘You’re going to love TV again’ campaign features spokespeople from television shows from the 1970s and ’80s. Jimmy Walker, from Good Times; Charlene Tilton, formerly of Dallas, and Ron Pallilo, the hapless Horshack from Welcome Back Kotter each try to convince viewers how the breadth of programming available on ExpressVu is superior to that on regular cable.
The campaign, created by Cossette Communication-Marketing in Toronto, is running nationally and targeting people who are looking for alternatives to their regular cable provider, says Stuart Morris, Bell ExpressVu’s vice-president of marketing.
Sporting a look that is consistent with spots promoting Bell’s telephone and Internet services, the campaign is intended to leverage the brand awareness and comfort level consumers have in dealing with a well-established company like Bell, Morris says.
‘This is new technology and people want to know that the firm they are dealing with will be around for a long time,’ he says.
Two more spots, promoting ExpressVu’s beefed-up hockey offering and featuring former Toronto Maple Leafs Johnny Bower and Dave ‘Tiger’ Williams, were recently added to the campaign, as was a two-minute direct response commercial starring comedian and talk show host Mike Bullard. The DRTV was created by Blitz, Cossette’s direct marketing arm.
Star Choice, meanwhile, continues to run its first national TV branding campaign in relatively heavy weights. Created by Toronto-based Leo Burnett, the campaign focuses on ‘ordinary’ people talking to their TVs in loving tones and promising that things will be better once Star Choice is hooked up.
The commercials promote such Star Choice features as an interactive program guide and a security feature that allows parents to block incoming channels.
Three new spots are set to launch at the end of the month, according to Bruce Barr, Star Choice vice-president of marketing.
Credits:
Client: Bell ExpressVu
Agency: Cossette Communication-Marketing
Account Director: David Gibb
Creative Director: Brad Riddoch
Art Director: Joe Ameral
Media: Television
Launch Date: Sept. 6
Length of Run: Until Christmas
Budget: $5 million
Client: Star Choice Communications
Agency: Leo Burnett
Account Directors: Karen Tilley and Nathalie Burstein-Woods
Creative Director: Jeff Finkler
Art Director: Brian Hickling
Media: Television
Launch Date: April 5
Length of Run: Until Christmas
Budget: undisclosed
