Now, You’re in Comande

//  10.29.18


Rogers Launches Ignite TV System With Star Power
Robin Wright, Lucy Lui, and Gordon Ramsay Appear in Latest Work from BBDO Toronto.

The biggest and most exciting Rogers product launch in recent history promises to completely change the way customers experience their entertainment. And its advertising promises to change the way people see Rogers.

Built around the tagline “Now, you’re in command,” the campaign from BBDO Toronto launched with a 60-second spot featuring Gordon Ramsay, Lucy Lui and Paul Sorvino. It was followed by a series of 30-second commercials starring each personality, while a fourth features Robin Wright as Claire Underwood, her character from the hit Netflix show House of Cards.

All of the characters represent powerful TV and film archetypes making demands about their entertainment systems. Across from them is an actual Rogers technician.

Among its many benefits, the new Ignite TV system eliminates fragmented streaming services by integrating Netflix, YouTube, live TV and more. All of the platforms are made easily accessible with a simple search using the voice remote.

“There’s never been a more incredible variety of content to choose from. But until now, there hasn’t been a simple way of accessing it,” says Drew Stevenson, VP, Rogers Brand. “Ignite TV is a total game changer for entertainment lovers.”

Additional features like Download & Go allow for offline viewing of saved shows, the built-in SportsApp provides personalized sports info, and the new Cloud PVR feature offers 200 hours of cloud storage for on-the-go entertainment.

The TV campaign is being supported by a full range of media including digital video starring a number of Toronto Blue Jays and NHL players, while a ‘Command House’ activation this summer at Roundhouse Park invited the public to interact with the system alongside celebrities like Tim and Sid from Sportsnet.

A “mass precision” approach to media was developed. While the TV ads capture a mass audience, additional digital components are served to prospective customers based on previous campaign engagement (views, click-throughs), online behaviour, and segmentation. For example, parents will see creative featuring the new KidsZone with parental controls.

The campaign will run through the rest of the year, with media support provided by OMD Canada and Leapfrog Online.

Campaign Name: Ignite TV
Client: Rogers
VP Rogers Brand: Drew Stevenson
Director, Cable: Luxy Thuraisingam
Senior Brand Manager, Cable: Lisa Hsieh

Creative Agency: BBDO Toronto
Chief Creative Officer: Todd Mackie
Chief Creative Officer: Denise Rossetto
Associate Creative Director: Chris Booth
Associate Creative Director: Joel Pylypiw
VP Head of Broadcast: Beatrice Bodogh
Agency Producer: Dena Thompson
Director Communications Planning: Allison Macleod
SVP, Managing Director: Diana Brink-Gourlay
Group Account Director: Rachel Selwood
Account Supervisor: Hailey Scott

Production Company: Soft Citizen/Smuggler
Managing Director: Eva Preger
Executive Producer: Link York
Executive Producer/Head of Production: Rob Burns
Director: Guy Shelmerdine
Executive Producer: Allison Kunzman
Producer: John Benet
Director of Photography: Sebastian Pfaffenbichler

Editorial: Saints
Editor: Brian Williams
Executive Producer: Tory Osler

Transfer: Alter Ego
Colourist: Wade Odem
Online: Fort York VFX
Producer: Erica Bourgault-Assaf

Music House: Grayson Matthews
Producer: Tom Westin
Executive Producer: Kelly McCluskey

About Rogers:
Rogers is a leading diversified Canadian communications and media company. We are Canadas largest provider of wireless communications services and one of Canada’s leading providers of cable television, high-speed Internet, information technology, and telephony services to consumers and businesses. Through Rogers Media, we are engaged in radio and television broadcasting, sports, televised and online shopping, magazines, and digital media. Our shares are publicly traded on the Toronto Stock Exchange (TSX: RCI.A and RCI.B) and on the New York Stock Exchange (NYSE: RCI).

About BBDO:
BBDO ( creates fame-generating work delivered with precision for many of Canada’s largest and best-known brands and has consistently earned a creative reputation that places it among the top creative agencies in Canada. BBDO Canada is a subsidiary of BBDO Worldwide, which is part of Omnicom Group Inc. (NYSE:OMC) (, a leading global advertising, marketing and corporate communications company.”

Technology, Television