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Bell’s New “ER” Ad Campaign is Confusing

A Slimmer, Trimmer Ma Bell

A Slimmer, Trimmer Ma Bell

Telecommunications giant Bell has recently ditched their two spokesbeavers, Gordon and Frank, in lieu of a slick new advertising campaign where everything is better. Their logo has been stripped down to just the Bell name in a slim blue typeface, and now every ad you see for them with any word containing the letters ‘er’ has the pair of letters in blue, making them stick out:

From Bell.ca

From Bell.ca

From Bell.ca

From Bell.ca

Since I saw the ads during the Olympics, I’ve been mystified as to what exactly the emphasized “er” was all about. I Googled around a bit and managed to snuff out that it’s all about being easier, better, faster, and so on, but they don’t stick to that theme in their ads. They just throw in the blue ‘er’ whenever they please. It doesn’t make any sense to me. I even Twittered about it and was beginning to wonder if I was the only one who was confused. Then I logged into my facebook page this afternoon and saw this:

Should Bell Bring Back The Beavers?

Should Bell Bring Back The Beavers?

Bell seems to be testing the waters on this issue. Not surprisingly, most people polled said they didn’t care, but taking those out of the equation, a good proportion just don’t get the ads.

And to think, some ad agency probably got millions to dream up that campaign.

What do you think?

Tim Ayres – Sooke Real Estate Professional

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