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Freedom Mobile breaks new campaign

Freedom Mobile has begun a new advertising campaign called "You Deserve Freedom" in Ontario, Alberta and British Columbia. The campaign, developed by Rain of Toronto, focuses on the value to consumers offered by the brand and the rates charged for data by competing mobile providers. The creative features actor Will Arnett depicting "the champion for the average wireless consumer in Canada." The initiative includes television, radio and out-of-home advertising, accompanied by digital video, online banners and social media ads. Freedom Mobile is a subsidiary of Shaw Communications.

"Using Will Arnett as a whistleblower gives us a lot of opportunity to extend the campaign," said Duncan Porter, executive creative director at Rain. "He's not the stereotypical polite Canadian, but he still enables us to deliver straight talk to the audience in a fun and engaging manner."

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