Rogers has dropped a new “Plus It Up” ad, and while it’s supposed to be all feel-good vibes, it comes off a little…cringey.
The 30-second spot is basically a family flash mob. It starts with a mom getting a “Wait up!” text from her husband, then the two break into a perfectly synchronized dance in the middle of a crosswalk. Their daughters join in a few steps later, and by the end, even grannie is pulled into the routine with Hammer pants while people on the sidelines record the whole thing.
“With Rogers 5G+ plans, the more lines you add, the more you save. So the whole family can plus it up,” says the ad.
The ad is set to Too Easy, a track by Canadian indie artist Connor Price with Nic D. Price, who’s about to drop his debut album and head out on tour, said it was “huge” to have his song featured and was glad Rogers is showcasing Canadian talent.
The idea is that Rogers’ 5G+ plans help families “move in sync” and save more by adding extra lines. And sure, the music’s catchy, but between the forced smiles, public dancing, and cheesy “everyone’s perfectly in step” energy, it might make some viewers want to hide behind the couch instead of get up and groove.
The ad ends with, “Plus it up with Rogers,” and a message of “we got you.” Other Rogers headlines recently that seemingly contradicts them having your back:
Now, it’s not just Rogers bringing the cringe, recently Telus launched a new campaign with the tagline, “we’re always building Canada,” trying to jump on that national pride.
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