MONTREAL – Astral has kicked off a new national consumer advertising campaign designed to promote the versatility and appeal of its programming and multiplatform entertainment brands.
The humorous campaign rolled out Monday in English and French on Astral's television services, radio stations, out-of-home advertising faces and websites. Using the tagline ‘switch off the ordinary’, the initiative is part of a broader company-wide strategy to promote programming recommendations that are complementary to consumers’ interests.
The five 30-second television executions, (two in English, three in French), feature funny conflicting roles where a company president resigns from his job to ‘save the world’ disguised as a superhero; a grandmother goes on tour as a pop star; and mechanics turn into sophisticated fashion critics. In radio, various sound bites are used to demonstrate the diversity of programming offered by Astral's properties, while in out-of-home advertising, three consumers are propelled out of their everyday clothing dressed as young superheroes, pop stars or gladiators.
"More than ever, today's consumer seeks a diversified, multiplatform and premium quality content proposition. This is precisely what Astral's brands and programming choices now offer," said president and CEO Ian Greenberg, in the announcement. "Our campaign sends a strong message that Astral and its properties are the ultimate destination for a variety of programming whether it's humour, movies, popular series, music and exclusive interviews, fashion, youth and much more."
