The task was to communicate how great the Public Mobile offering was for new immigrants to Canada.

Hence we created original TV spots with provocative copy, nuanced with Hing-lish (for South Asians) and Tag-lish (for Filipinos) word play for high resonance with the target audience. 

The TV scripts communicated that the TVC did not include ‘spicy content and hot gossip’ – tactics used by popular soap operas (South Asian TV content) and did not resort to ‘fancy make-up and costumes’ – tactics used by popular TV soap stars (Philippine TV content) to keep costs and fuss down.