Will Arnett sends Canadians a message in new freedom mobile ad campaign - 2019

Freedom Mobile takes a bold new approach to show Canadians it is possible to get more from their wireless provider

Freedom Mobile today unveiled a bold new advertising campaign that highlights the expensive pain points that consumers often experience with their wireless service and shows Canadians that they can get more value through Freedom Mobile.

Launching in Ontario, Alberta, and B.C. markets today, the new ad campaign is headlined by Emmy- nominated Canadian actor Will Arnett, who acts as the champion for the average wireless consumer in Canada. In the campaign, Mr. Arnett’s character is the unwavering voice of truth that seeks to expose unreasonable industry practices for data overages while demonstrating that Freedom Mobile is giving Canadians access to the data they need to manage their mobile lives.

“This campaign challenges the conventions of the Canadian wireless industry by taking aim at the practices that charge wireless users astronomical fees when they go over their data limits,” said Paul McAleese, President, Wireless, Shaw Communications. “Transparency means being open and honest with customers to provide a simpler, better and more affordable wireless experience. There are no surprise fees with Freedom Mobile — what you see is what you pay.”

"Using Will Arnett as a whistleblower gives us a lot of opportunity to extend the campaign," adds Duncan Porter, VP, 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."

Building on the brand’s momentum since introducing its data-rich Big Gig plans last year, Freedom Mobile is now targeting the problems consumers face when exceeding their data limits. Data overage fees in Canada have recently hit new levels, with prices now reaching as much as $100/GB at some carriers. According to the CRTC’s 2017 Communication Monitoring Report, the Canadian wireless industry charged consumers more than $1.2 billion in excess data fees in 20161, with certain carriers doubling their overage rates in the time since then.

"Over the past year we have quietly established Freedom as a true disruptor in the category,” adds Laura Davis-Savile, VP, Head of Strategy at Rain. "With this campaign, we are really proving that they are the brand to end mobile compromise and give Canadians what they truly need to live their increasingly mobile and data-heavy lives."

Freedom Mobile recently announced a new line-up of entry-level price plans in July, following the launch of its popular Big Gig plans late last year. Freedom Mobile’s Big Gig plans include 10 gigabytes of data for just $50 a month with Digital Discount, which allows subscribers to receive a monthly $5 discount when they opt for Auto Pay and My Account registration. Unlimited Talk and Text is available for an additional $10. More information on Freedom Mobile’s plans can be found at FreedomMobile.ca/backtoschool.

Developed by Toronto-based agency Rain, Freedom Mobile’s advertising agency of record, the campaign launches just in time for the back-to-school promotional season and includes a mix of traditional radio, television and outdoor, along with digital video and banners and social advertising.

Freedom Mobile Inc. is an indirect wholly-owned subsidiary of Shaw Communications.

Title: Back To School Campaign ft. Will Arnett “You Deserve Freedom”

Client: Freedom Mobile Inc.

President: Paul McAleese

VP Wireless Strategy: Paul Deverell

Advertising Manager: Eden Kline, Katie Snider

Manager, Brand & Social Media: Amalia Stevens

Lead, Social Media: Natasha Van Der Grinten

Agency: Rain

VP, Executive Creative Director: Jane Murray, Dave Stubbs, Duncan Porter

Art Director: Chris Barrett, Mario Gelleny, Natasha Wittke, Richard Lantz

Copywriter: Megha Kumar, Jason Ip

General Manager: Christine McNab

VP, Head of Production: Camielle Clark

VP, Head of Strategy: Laura Davis-Saville

Strategic Planner: Liam Brown

Account Director: Elizabeth Delost

Account Supervisor: Amanda Tucci, Mai Sivakumar

Account Executive: Mackenzie Lyster, Linsey Kampf

Account Coordinator: Annabel Harding, Letty Castillo

Media Strategists: Andrea Parnel, Tammy Gardner, Vanessa Herz, Neha Verma Nargas, Steven Gural

Public Relations: Chethan Lakshman, Nick Poirier

TV Producer: Camielle Clark

Print Producer: Agnes Fekete

Digital Producer: Jaimie Brunton

Developers: Cody Schreiber, Joel Masson, Julia Kim, Shawn Santiago

Quality Assurance: Jaimie Brunton, Cody Schreiber, Joel Masson, Julia Kim, Shawn Santiago

Project Manager: Agnes Fekete

Graphic Artist: Chris Rayner, Stephanie Kelly, Dylan Hamilton, Corey Webers

Production Company: Steam Films

Director: Geordie Stephens

Executive Producer: Krista Marshall

Line Producer: Gill Gardner

Director of Photography: Ian Macmillan

Editorial: Married to Giants

Editor: Ryan Hunt

Assistant Editor: Liam Crawford

Executive Producer: Denise Shearer

Producer: Amanda Cuda

Prost Production: Alter Ego/Fort York VFX

Colourist: Wade Odlum

VFX Artist: Paul Binney

Executive Producer: Erica Bourgault-Assaf

Audio House: Vapor RMW

Executive Producer: Kailee Nowosad

Music Director: Ted Rosnick

Voice Director: Karen Goora

Engineers: Ryan Chalmers

Photography: Westside

Photographer: Matt Barnes

Executive Producer: Jill Heinzman

Producer/Assistant: Natalie D’Urbano