ROGERS SOCKS NON-ORIGINAL GIFT IDEAS IN NEW CAMPAIGN
By Adnews Staff
Rogers AT&T Wireless of Toronto is giving Canadians original gift giving ideas in its new holiday advertising campaign that began rolling out Nov. 11. The national effort features television, radio and newspaper advertising in English Canada surrounding the campaign theme "Black Socks." The socks act as a metaphor for a non-original gift. The campaign creates a fantasy "pleasantville" town where black socks are the ultimate gift to both receive and give. Rogers AT&T Wireless then enters the picture providing original gift giving solutions. In Quebec, television, radio, newspaper and transit shelter advertising supports the "give a more original gift this holiday" positioning using creative which features a cartoon character originally introduced during the launch of Rogers A&T's "Your Plan" in August. The campaign is scheduled to run throughout the holiday season. Advertising for Rogers AT&T Wireless is done by MacLaren McCann of Toronto.