BELL EXPRESSVU PROMISING YOU'RE GOING TO LOVE TV AGAIN
By Adnews Staff
Bell ExpressVU, the direct broadcast satellite company based in Toronto has launched a national advertising campaign promising customers "You're going to love TV again" in the campaign's tagline. The multi-million dollar campaign broke on Monday and is expected to air through to the end of December. Television characters from past shows such as Jimmy Walker (Good Times), Charlene Tilton (Dallas) and Ron Pallilo (Welcome Back Kotter) are featured in 30- and 60-second spots that were designed to show, that at one point in time, there were television shows everyone looked forward to. Bell ExpressVu is using that fact to promote the choice its satellite TV offers. Hockey celebrities Johnny Bower and Tiger Williams are also scheduled to appear in upcoming English commercials to promote Bell ExpressVu's hockey line-up. French commercials deliver the same message but feature a regular guy using his Bell ExpressVu remote control to choose who he wants to spend his evening with, such as wrestlers, hockey players or starlets. Also included in the campaign is a two-minute direct response advertisement that will begin airing on September 14. The direct response advertisement features comedian Mike Bullard discussing the benefits of satellite TV with real Bell ExpressVu customers. The English and French commercials were created by Cossette Communications and the English and French direct response ads were created by Blitz, a division of Cossette. Bell ExpressVu, launched in September 1997, is a limited partnership, owned by BCE Inc. of Montreal.