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Will Arnett Is Shaking Christmas up in Rain's Campaign for Freedom Mobile

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New holiday campaign from Toronto-based agency is the second to feature Canadian actor Will Arnett

Will Arnett Is Shaking Christmas up in Rain's Campaign for Freedom Mobile

Canadian funnyman Will Arnett is reprising his role as a champion for the everyday wireless customer in a new holiday campaign for Freedom Mobile.

Developed by Toronto agency Rain, the campaign is promoting Freedom’s limited-time 'Big Binge Bonus' – 100-gigabytes of bonus LTE data that can be used in addition to customers’ monthly allotment at no additional cost.

The holiday-themed campaign is built around a pair of 30-second commercials featuring Arnett in his guise as a whistle-blower, calling out the injustices of rival telcos’ often restrictive data plans.

The first spot, 'Overdoing It', sees Arnett hilariously pointing out the various ways Canadians 'over-do it' during the holidays, from over-eating and over-sleeping, to going overboard on their data plan, leading to onerous overage changes.

In the second spot, 'Snow Globe', Arnett talks with a young girl admiring a snow globe, noting that the snowmen inside are trapped “just like mommy and daddy in their expensive data plan". He then tosses aside the snow globe in favour of one promoting the 100GB Big Binge Bonus. “Are you Santa?” the young girl asks as Arnett walks out of the house. “Something like that”, he responds.

The campaign is aimed at helping Freedom Mobile stand out from its competitors during the holiday period, when consumers are inundated with telco advertising. The ads feature the tagline 'That’s Freedom'.

“We know this is one of the busiest times of the year in the telco sector, and this campaign and offer allow us to be disruptive at a market-heavy time – much like we did with our Back to School Campaign with Will,” says Dave Stubbs, Rain’s VP, executive creative director.

The TV spots are part of an integrated campaign that also features radio and out-of-home, in addition to digital video, banners and paid social.

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Advertiser: Freedom Mobile Inc.

President: Paul McAleese

VP Wireless Strategy: Paul Deverell

Advertising Managers: Eden Kline, Katie Snider

Post Production / VFX

Post Production Company: Alter Ego

Colourist: Wade Odlum


Photography: Westside Studio

Photographer: Matt Barnes

Executive Producer: Jill Heinzman

Producer: Natalie D’Urban

Creative Agency

Creative Agency: Rain

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

Art Director: Natasha Wittke, Chris Barrett, Travis Lalonde, Richard Lantz

Copywriter: Megha Kumar, Jason Ip

Producer: Camielle Clark

General Manager: Christine McNab

VP, Head of Production: Camielle Clark

VP, Head of Strategy: Laura Davis-Saville

Strategic Planner: Liam Brown

Account Director: Linsey Kampf

Account Supervisor: Amanda Tucci

Account Coordinator: Letty Castillo

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

Public Relations: Chethan Lakshman, Nick Poirier

Digital Producer: Jaimie Brunton

Developers: Cody Schreiber, Joel Masson

Quality Assurance: Jaimie Brunton, Cody Schreiber, Joel Masson

Print Producer: Agnes Fekete

Graphic Artist: Chris Rayner, Stephanie Kelly, Dylan Hamilton

Production Company

Production Company: Steam Films

Director: Geordie Stephens

Executive Producer: Krista Marshall

Producer: Gill Gardner

DOP: Ian Macmillan


Music Company: Vapor RMW

Executive Producer: Kailee Nowosad

Music Director: Ted Rosnick

Voice Director: Karen Goora

Engineer: Ryan Chalmers


Edit Company: Married to Giants

Editor: Ryan Hunt

Edit Assistant: Liam Crawford

Executive Producer: Denise Shearer

Genres: Comedy, People

Categories: Utilities, Mobile Network

Rain, Thu, 22 Nov 2018 15:36:12 GMT