Bank of Montreal takes Quebec campaign national
By Adnews Staff
BMO Bank of Montreal has released a new 30-second television commercial intended to remind Canadians to make RRSP contributions. The ad is the first execution in a new thematic series called "What's next for you?" to be broadcast in English Canada. The series is based on an established Quebec ad campaign called "Profitez." The first commercial, called "My film," broke on Jan. 12. The ad depicts a young man describing to his father a film the father is financing for him. The father jokingly tells his son that he's looking forward to the day when he'll be able to put more of his money into his RRSP. The ad was created by Cossette Communication-Marketing. "Our research shows that the Profitez platform has more than proven itself," said Marie-Claude Girard, copywriter at Cossette. "From now on, Canadians from coast to coast will able to enjoy the humorous tone of the campaign, which is already wildly successful in Quebec." The campaign is being supported with point-of-sale materials in Bank of Montreal branches nationally.