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Astral breaks new national campaign

Montreal-based Astral has begun a new national advertising campaign. The campaign, developed by BCP, is intended to increase consumer awareness of the company's multi-platform entertainment brands and diverse programming. The initiative consists of two English-language and three French language 30-second television commercials on Astral channels, as well as radio, out-of-home and online advertising. The creative uses the tagline "Switch off the ordinary" and depicts various people changing their role in life. In one ad, a corporate president resigns to become a superhero. In another, a grandmother becomes a pop musician. In a third, mechanics become fashion critics. "More than ever, today's consumer seeks a diversified, multi-platform and premium quality content proposition," said Ian Greenberg, president and CEO of Astral. "Our campaign sends a strong message that Astral and its properties are the ultimate destination for a variety of programming, whether it's humour, movies, popular series, music and exclusive interviews, fashion, youth or more."

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