Who: Fizz, with Ogilvy for creative and strategy, Colab Studio for production, along with MELS, Outpost and LaMajeure for post production.

What: New advertising for Videotron’s two-year-old discount wireless and internet brand. The creative focuses on Fizz’s personalization options for customers.

When & Where: The campaign launched earlier this month using a mix of traditional (TV and OOH) and digital media across Quebec and in the Ottawa region.

Why: Fizz runs new campaigns roughly every quarter, targeting 18 to 30s. They usually feature a new selling proposition, but employing the same tone and creative approach, said Martin Gendron, director of marketing, communications and partnerships at Fizz.

The category is very competitive and crowded with mostly earnest, information-heavy advertising. From day one Fizz set out to differentiate itself by being the opposite. “We’re trying not to be too much like telecom advertising in our branding,” said Gendron.

The creative is meant to be humorous and kind of awkward. “We need to surprise the customers in a fun and positive way,” said Gendron. “It is an industry that does everything almost the same.”

How: With quirky humour that captures attention and directs people to the Fizz site to learn more. The USP for this campaign is about being able to quickly and easily personalize your services to save money—a timely benefit when so many people are mindful of not spending any more than they have to.

Two of the TV/video ads feature characters tapping their phone to make fast real-life changes. In one case It’s a woman choosing a dance partner, and in the other a man at tailor opts for a suit that is far different than the one being measured by his tailor.

And we quote: “We’re all different, but we have one thing in common: no one like being put into a ‘one-size-fits-all’ box. Whatever our individual quirks, Fizz has a made-to-measure solution for each of us. That’s exactly what we’re highlighting here” —Alexandre Emond-Turcotte, executive creative director at Ogilvy.