Freedom Mobile begins campaign
By Derek Winkler
Wireless service provider Freedom Mobile, a subsidiary of Videotron, has begun a new advertising campaign called “Bigger, Better, Faster Than Ever.” The campaign, developed by Qolab of Montreal, features actor Will Arnett. To illustrate the low prices of the company’s services, in the creative Arnett is replaced with a cheaper actor, who is then replaced with an even cheaper actor. The initiative consists of television, print, online and out-of-home advertising, as well as social media activities.
“The idea behind the campaign starts from the fact that Freedom Mobile offers so much more without increasing its prices,” said Jocelyn Goyer, creative director at Qolab. “It goes without saying that to do this, they have to cut somewhere. In the ad, Will Arnett, spokesperson for the brand, discovers how the company pulls this off when he meets his budget-friendly version. It’s a bold approach that perfectly matches the actor’s self-deprecating style.”