Photo credit: John Krasinski ‘Shakes It Off’ to Taylor Swift song in new Rogers ad shot on Lake Simcoe

 

Rogers introduced today a new brand platform that focuses on the investments it’s making to bring Canadians the best communications and entertainment experiences from around the world.

The platform features a new TV spot with John Krasinski lip-syncing and dancing to ‘Shake It Off’ (Taylor’s Version) as he’s streaming music on his phone while boating on Lake Simcoe in Ontario. In the spot, Krasinski thinks he’s alone out on the lake only to discover a local fisherman watching him from a distance. The spot ends with “We do our thing, so you can do yours. We got you.”

“Taylor Swift is a global phenomenon and with her upcoming concerts in Toronto and Vancouver, we thought it would be a fun way to showcase the power of our 5G network and introduce our new brand platform,” said Terrie Tweddle, Chief Brand and Communications Officer.  “The new platform is all about putting our customers and their experiences front and centre in everything we do.”

The campaign, developed by Publicis, will be in market from July 10 to September 22 and will feature high-impact advertising, including billboards, transit and airport takeovers, and a significant online presence. Outside of the core TV spot, the campaign will feature three engaging online videos with Krasinski. To download the main television spot, click here. To find out more about the platform, click here. In Quebec, the company has created a tailored platform, Là on jase, which means, ‘Now you’re talking,’ and will launch a customized campaign in the fall.

Rogers is Canada’s communications and entertainment company with the largest, most reliable 5G network and the fastest, most reliable Internet in Canada. Its entertainment brands reach 96% of Canadians and Sportsnet is Canada’s #1 sports network. Over the last decade, the company has invested over $40 billion to build Canada’s most reliable networks and it has invested $20 billion in Canadian sports and content. In 2024 alone, Rogers will invest $4 billion in capital expenditures and reinvest 90% of its profits back into Canada. Rogers recently signed a long-term partnership with Comcast to bring the Xfinity brand to Canada and inked major deals with Warner and NBC Universal to bring the best content and brands to Canadians, including HGTV,  The Food Network, Bravo, Discovery and more.

Rogers is the presenting sponsor of Taylor Swift | The Eras Tour in Canada, with shows in Toronto and Vancouver this fall.