We already wrote a news story about the Bell Let’s Talk campaign at the beginning of the month, but we’re doing another one today because, well, it’s Bell Let’s Talk Day.

There actually is charming new creative from lg2 just out today, with Michael Bublé striking just the right tone of funny while still delivering the important reminder that, for one day at least, we should all stop and consider how we can help those who need it.

We’ve made gentle fun of the overuse of the phrase “Now more than ever” in marketing over the last few months, but when it comes to mental health, we truly need to be talking about it now more than ever.

“The global pandemic has challenged the mental health of many Canadians, so it was critical that the 2021 campaign reflected this new reality,” said lg2’s Nicolas Dion in the release introducing the new videos. “We’re not only starting a conversation across the country, we’re hoping to put a smile on viewers’ faces and warm their hearts.”

By now, most of you will know how this works. But just in case: For every view of the video below, Bell will donate five cents to Canadian mental health initiatives. It will also donate five cents for every text by a Bell customer, or use of the #BellLetsTalk hashtag.

David Brown