Freedom Mobile has unveiled a new advertising campaign that highlights the expensive pain points that consumers often experience with their wireless service and shows Canadians that they can get more value through Freedom Mobile.

Launching in Ontario, Alberta and British Columbia markets, the new ad campaign is headlined by Emmy-nominated Canadian actor Will Arnett, who acts as the champion for the average wireless consumer in Canada. In the campaign, Arnett’s character is the unwavering voice of truth that seeks to expose unreasonable industry practices for data overages while demonstrating that Freedom Mobile is giving Canadians access to the data they need to manage their mobile lives.

Building on the brand’s momentum since introducing its data-rich Big Gig plans last year, Freedom Mobile is now targeting the problems consumers face when exceeding their data limits.

Developed by Toronto-based agency Rain, Freedom Mobile’s advertising agency of record, the campaign launches just in time for the back-to-school promotional season and includes a mix of traditional radio, television and outdoor, along with digital video and banners and social advertising.