Has this campaign run its course?

Telus van, Vancouver, BC

Telus SUV Vancouver, BC

Telus has been using this campaign, and a number of variations on it, since the 2000 absorption of Clearnet. (Clearnet used the campaign from the mid-1990s.)

Now 16 years later, the puns and animals on a white background has probably run its course. The problem that Telus has is the campaign is too well known. How can you change something that you are so closely associated with?

It will be interesting to see when Telus pulls the plug and moves on to something fresh and new.