Michael Cera is back as the Rogers customer who believes the perks were made just for him.
The company has released the next chapter of its "We Got You" campaign, using a cast of sports and entertainment names to show customers what comes with being on the network.
The Canadian actor returns as "Rogers Guy," an eager and slightly full-of-himself fan who believes his bond with the company earns him private perks.
Those perks, of course, belong to every customer.
"This campaign really builds on the tremendous success we saw from the Blue Jays super fan campaign," said Terrie Tweddle, chief brand and communications officer at Rogers.
Publicis Toronto CCO Vini Dalvi continued, calling Cera a "great superfan in the first campaign," and said they loved the idea of success going to his head.
"He starts to believe Rogers is giving him special treatment when that’s not quite what’s happening," he added.
Publicis Toronto created the campaign in partnership with Rogers, and it will run across broadcast, digital, and social.
Six Spots, One Self-Important Fan
Cera shares the screen with Joe Carter and Kyle Lowry, Gavin McKenna and Sarah Nurse, Blue Jays manager John Schneider, and the Backstreet Boys across six new spots.
Each appearance ties to a different Rogers benefit, from staying connected wherever you are to getting closer to the biggest moments in sports and entertainment.
And Cera treats every one as a personal favor.
The rollout began September 29 with Nurse and McKenna, timed to puck drop.
The Backstreet Boys spot followed on October 2, the same day Rogers and Live Nation announced the band’s Toronto residency at Rogers Centre next February.
This timeline gives the ad a direct payoff, with viewers learning where to see the band in the same news cycle.
More spots will arrive over the coming weeks, and spreading the releases out keeps the bit in front of viewers through the hockey season.
Sports Rights as a Creative Engine
The efforts trail what Rogers and Publicis Toronto have previously established with Cera.
Meanwhile, the actor first joined its telecom services and sports ownership in one marketing push last year.
He was accompanied by George Springer, Kazuma Okamoto, and Dylan Cease, as they appeared alongside him during the Blue Jays’ 2025 World Series run.
This level of continuity and consistency from brand, agency, and actor delivered an audience that only few brands get to tap.
According to The Canadian Press, Rogers reported that the World Series averaged 7.5 million viewers in Canada, and 23 million Canadians tuned in at some point.
Bringing Cera back shows how celebrity marketing works when one persona carries a storyline across campaigns.
A few lessons stand out for marketers building on a recurring character:
- Keep one character, rotate the cast: Cera’s "Rogers Guy" carries the story while Carter, Lowry, Nurse, McKenna, and the Backstreet Boys each sell a different benefit.
- Assign each guest one benefit: Hockey and baseball names speak to live games, while a pop act points toward concerts.
- Time spots to news: The Backstreet Boys ad landed the same day as the residency announcement, giving one date two stories.
Hockey season and a February residency give Rogers plenty of calendar to prove its concept has range.
Our Take: Who Gets to Feel Special at a Phone Company?
Nobody likes being told they’re ordinary, and everyone likes being told they’re in on something.
Cera’s character lives in the gap between the two, and we find that gap both funny and a little tender.
Rogers tells viewers the perks are for everybody, and it says so through a man who thinks he’s the only one invited.
We believe that earns more goodwill than a loyalty tier, because nobody feels shut out.
What we'll be keeping our eyes on is the Backstreet Boys residency, since concert seats are scarce and that is where a customer perk faces a real challenge.
Want to spark joy among your audience? Check out the top experiential marketing agencies that design campaigns to do just this.
