While doing case 3 I learned a lot about ambush advertising and TELUS. I found an interesting commercial made by TELUS in 2008.
As you can see it is very Olympics based. The ice cubes form a podium, which the penguin is able to climb to reach the first place position. He then does the “Olympic pose” and the sport organizations that TELUS sponsors flash across the screen. Then the icing on the cake and the wonderful message pops up displaying, “We give where we live.” I think this is a direct message to Bell saying that western Canada belongs to TELUS and the Olympics are on their turf. This is definitely ambush advertising because it gives viewers the idea that TELUS is an Olympic sponsor even though it isn’t.
Categories: