Brother Canada has begun a new national branding and advertising campaign focusing on customer service. The creative, which uses the tagline, "Make it Stop: I Deserve More," uses humor to depict the lengths to which people will go to avoid bad customer service. The initiative includes a website at <http://www.ideservemore.ca> that hosts a video consisting of closed-circuit television footage of fictitious office workers. Visitors can also access information about Brother office products and the company's customer service. Other elements include radio ads in Toronto and Montreal, online advertising and social media activities. "Customer loyalty is driven by more than just exceptional products," said Lina Racaniello, marketing director at Brother Canada. "It's also about what happens after the product is sold. It's imperative that companies listen to their customers and deliver consistent, hassle-free customer service. That philosophy is at the core of Brother's business, and we believe that it’s one of the reasons why we see consistent sales growth, year after year." The campaign was developed by Cossette, with public relations from Citizen Optimum.