Classified ad website Kijiji has begun a new national advertising campaign called "Local Heroes." The campaign, developed by Cloudraker of Montreal, began this week with a 30-second television commercial. Two 15-second commercials will be released in March. The creative depicts the people who use the site to buy and sell locally as heroes. "The Local Heroes campaign highlights the type of stories we hear all the time from our customers," said Bart Molenda, head of marketing at Kijiji Canada. "How good they feel when they've scored a great deal or sold something that they would have otherwise thrown out. Buying and selling on Kijiji really is a win-win situation. People are being heroes by using Kijiji as a responsible alternative to retail and we've tapped into that insight to develop this campaign."