Rogers Scores With Speedy Willy Styles Assist

Stick taps to Rogers for its new quick-response 30-second TV ad starring Toronto Maple Leafs forward William Nylander.

The telecom now provides 5G service across Toronto’s subway system, and last month cast another Maple Leafs favourite, Morgan Rielly, in an ad introducing the service.

That spot features the popular defenceman—level-headed and reliable—demonstrating the new service in an earnest video chat with his dad while riding the subway. There are no jokes or twists, just a straightforward product demo.

But then a photograph of the less reliable, but often spectacular, Nylander riding the subway on his way to a Leafs game in early November went viral. The reaction to seeing the quirky, and wealthy, winger—nicknamed “Willy Styles”—riding the subway without any pretence, generated plenty of earned media coverage.

That viral photo quickly led to the new spot which feels like a sequel to the Reilly ad, although it was clearly inspired by events that happened just days before.

It features Nylander, more stylishly dressed than in his original viral moment, riding the subway and talking to his family in Sweden. After his mom answers the video call, his two sisters appear to tease him about his suit and needing to fix his tie. With people nearby able to hear the call, Nylander goes for his earphones so people can’t hear the ribbing from his sisters.

But then he drops an ear bud, and an onlooker snaps another photo capturing the embarrassing moment as the payoff line appears on screen: “Rogers 5G. Works a little too well on the TTC.”

While the original viral photo of Nylander was published Nov. 8, Rogers had the finished spot ready for Hockey Night in Canada's Nov. 25 telecast.