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Bell breaks Olympic campaign

Bell Canada has begun a marketing campaign tied to the 2014 Olympic Winter Games. The effort consists of English- and French-language television commercials depicting the ways in which Bell networks show Canadian athletes to Canadians on various types of screens.

The first commercial, called "The Best of Canada on the Best of Bell," debuted during the Super Bowl broadcast on CTV and RDS. The 60-second ad features approximately 50 vignettes of Canadians watching the games on televisions, smartphones, tablets and laptops. It was developed by Lg2 of Montreal.

A second 60-second commercial, called "Gathering a Crowd," promotes the company's Bell Fibe service. It was developed by Leo Burnett of Toronto. A 30-second ad, also created by Leo Burnett, promotes the Bell Fibe Remote application that allows a mobile device to operate as a TV remote control.

Zulu Alpha Kilo of Toronto created four 30-second ads for the campaign. The first, called "Speed," promotes Bell's LTE mobile network. Another, called "100 Channels," depicts consumers watching television content on their mobile devices using the Bell TV application. The third, called "Breakaway," focuses on the company's Wireless TV service. The fourth, called "Bell Bustle," promotes the company's Bell Business Markets division.

National media buying for the campaign was handled by Media Experts of Montreal. The campaign will run until the end of the Olympics on Feb. 23.

"With our Sochi 2014 campaign, we've worked to capture the essence of Canadians' warm and enduring support for our athletes, and all the ways and all the places we can watch and cheer them on at the Winter Games with Bell networks and screens," said Rick Seifeddine, senior brand vice-president at Bell Canada. "It was a true team effort to show Canadians from across the country cheering on Team Canada, and we hope everyone has as much fun watching the ads as we had making them."

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