Argonauts' ad campaign is their most ambitious in decades (video and photos)

2016 is a huge year for the Toronto Argonauts, who are now under the ownership of Bell and Larry Tanenbaum and moving to BMO Field, and it looks like the new owners have given the team the marketing budget it deserves to promote these major changes. That's particularly notable, as marketing funds were especially lacking for the last few years under former owner David Braley. Under the new owners, the team's now doing some new and innovative marketing things, including buying fans drinks this past weekend and creating a large ad campaign on a scale we haven't seen from them in decades, including a new high-quality commercial that will first air on TSN during Monday night's Raptors - Cavaliers NBA playoff broadcast. Here's the commercial:

This is an excellent ad, emphasizing the team, the experience at the new stadium (including the new tailgating setup, which is huge), and their ties to the city. It's also just part of a much larger campaign (developed with Argos’ agency of record Bensimon Byrne) planned for the next few weeks, which will include TV, radio, digital and out-of-home advertising. Here's what Argos' president Michael Copeland (the former CFL president and chief operating officer) said about this new approach in a release sent out Monday:

Here are some of the ads that will be posted around the city:

These are terrific, emphasizing the team's connection to the city (and bringing up some memories of the Tim Tebow CFL Chronicles for some of us; fortunately, the Argos' "taking it outside" here only refers to an outdoor stadium rather than going Bound For Street). Here's another good one promoting the new tailgate experience:

The overall approach is a long way from anything we've seen from Toronto on the marketing front in decades, and is perhaps the most ambitious since the John Candy/Wayne Gretzky/Bruce McNall ownership triumvirate's days in 1991, featuring everything from Rocket Ismail to the Blues Brothers. The team's found some great on-field success since then, including Grey Cup wins in 1991, 1996, 1997, 2004 and 2012, but they've had plenty of off-field ownership and marketing issues. It's fantastic to see the new owners investing heavily in marketing this team and their new stadium experience. Hopefully that investment will pay off with new fans and returning old ones, and lead to the Argonauts finding off-field success as well as on-field wins.