Rogers Wireless breaks new campaign for MP3 phones
By Adnews Staff
Rogers Wireless of Toronto broke a new national advertising campaign during the Super Bowl broadcast this weekend to promote its MP3-capable cell phones. The new ads are an extension of the company's ongoing "Live out Loud" campaign. The creative, produced by Publicis of Toronto, depicts young people engaging in Parkour, a form of urban running that involves navigating the obstacles presented by the city, while listening to music on their phones. The 30- and 60-second television commercials will run nationally in English until May. Cinema, radio, print, transit and out-of-home advertising will also be used in the campaign. Publicis has also constructed a new section for the Rogers website, located at <http://www.rogers.com/loud>, which will promote the handsets, offer music and ringtone downloads, provide information about Parkour and host an online game. "Rogers Wireless continues to push the advertising envelope with our campaign, which is about being spontaneous, living in the moment and connecting with friends," said John Boynton, chief marketing officer of the company. "Elevating the brand to make it more relevant to our target customer is important so we can stay ahead of mobile trends and meet the ever-changing needs of today's youth and young adults." Public relations are being handled by Manning Selvage & Lee of Toronto.