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Fair to Canada?
In case you've not turned on the radio or opened a magazine lately, you might not have noticed the major 'Fair to Canada' ad campaign the big three Canadian telecommunication giants have launched.
We're not going to get into all the details behind why Rogers, Bell and Telus have joined forces (in a seemingly unprecedented union), but the long and short of it is that they are trying to pressure the Canadian government into allowing them to bid on buying smaller telecommunication companies in Canada. The government is not letting them, which they say is opening a huge door for American companies like Verizon to enter our Canuck market at an unfair advantage. Thus… not being Fair To Canada.
Whether you agree or disagree with all of this, their ads are based on the hope that we-- the consumers-- will connect with them on their fight, agree with their arguments, and want to help them stop all of this.
For us, we find it fascinating just how they have structured their campaign messaging. Which is trying to connect with us beyond our wallets. How can you create a movement when people already have the brand impression that you are the bad guys?
Time will tell, but we ask you to watch the spot and ask yourself… do you feel for the Big 3?
