Bell Brings Human Connections to Life with Cinematic Short Films

Bell has launched two new advertising short films as part of its refreshed brand platform, 'Connection is Everything.' Conceived and orchestrated by LG2, the shorts bring to life a human-centric and emotional vision through a bold, cinematic approach. To realise this vision, LG2 partnered with world-renowned filmmaker Xavier Dolan, who wrote and directed films that transcend traditional advertising. Running at two and a half minutes, the pieces adopt the style of a short film, abandoning conventional advertising codes to position Bell closer to human emotions and highlight the daily impact of communication technology on relationships.

“Connection is at the heart of everything we do, but it’s also at the heart of who we are. These films translate that idea into emotion – reminding us that technology is only as meaningful as the human connections it enables. Xavier Dolan’s vision captures the essence of our new platform by revealing the beauty and fragility of those moments that truly bring people together,” said Devorah Lithwick, senior vice president and chief brand officer, Bell.

“Connection is the very essence of our nature; without it, we wither. This fundamental bond is what we wanted to explore. To tell these intimate stories, we needed a master of emotion. Xavier Dolan’s multidisciplinary talent allows him to amplify these feelings, weaving intense moments of life into the length of a short film,” commented Nicolas Dion, partner and creative director, LG2.

Xavier’s distinct aesthetic signature is captured notably through the cinematography, which was handled by André Turpin, his long-time collaborator on many award-winning films. Shot on film, the shorts are deliberately cinematic, lending a rich and warm visual texture that immerses viewers in three interconnected stories. This visual achievement was further strengthened by a technical and creative collaboration with 00001, whose expertise helped bring the director’s vision to life on screen. An invaluable partner throughout the production, 00001 consistently demonstrated dedication, innovation and a shared commitment to the highest creative standards.

The soundtrack, created by Circonflex, reinforces the emotional anchor and the intergenerational bridge. Revisiting two well-known anthems, up-and-coming artist Noëm interprets 'Lean on Me' by Bill Withers for the English-Canadian market and 'Une chance qu’on s’a' by Jean-Pierre Ferland for the French-Canadian market. This musical choice gives a new resonance to these classics and supports the narrative with the same intensity in both languages.

The campaign includes multiple executions throughout the fall and simultaneously unveils Bell’s new brand signature and visual identity.