Koodo and Camillion Corp. sign a new global rights deal for the use of the CGI-animated pitchman El Tabador in media entertainment.
Koodo has entered into a global rights deal with Camillion Corp., a Toronto-based media entertainment and technology company, for the exclusive use of El Tabador, Koodo Mobile’s award-winning animated pitchman, in media entertainment.
Camillion, led by former World Wrestling Entertainment (WWE) senior executive Carl Demarco, plans to harness the proven and infectious appeal of El Tabador to launch him far beyond the ads that have made him an icon in Canada. Development work has begun on a half-hour prime time, family TV sitcom that, like the ads, will place a CGI-animated El Tabador in live action scenes.
El Tabador is a tiny, masked “Lucha Libre” wrestler who lives in a giant world. Ever suave and witty, El Tabador's charm has captured the imagination of Canadians of all ages through his gift of gab, his muscle flexing physical comedy, and overpowering confidence. For the past four years, he has starred in numerous Koodo advertising campaigns.
The TV series will be the hub of a major global media property with content to be distributed on all digital platforms – online, mobile and video games – plus merchandise and more.
“El Tabador’s character is a natural not only for a TV sitcom, but also for any digital platform,” says Camillion Corp. Chairman and CEO Carl Demarco. “He has global, cross-cultural appeal, with humour and charm that will play as well globally as it does with Canadians.”
While the show is targeted to a mainstream family audience, Demarco will leverage his strong presence in wrestling circles to take the show to wrestling fans as well.
“This is an excellent opportunity for Koodo to break the traditional barriers of marketing, sponsorship and advertising,” says Kevin Banderk, Chief Koodo Officer. “We’re excited for the chance to further entrench El Tabador into popular culture.”
Source: Koodo Mobile
Jennifer Wolfe is Director of News & Content at Animation World Network.