DLC signs Don Cherry for new fall TV ads

| Monday, 26 July 2010

Dominion Lending Centres has signed on Canadian hockey commentator Don Cherry for its new TV commercials, launching September 2010.

Cherry is best known as being the "flamboyant yin" to Ron MacLean's "yang" on the Coach's Corner segment on Hockey Night in Canada, the most watched sports telecast in the country. Cherry was also recently named one of the top 10 Canadians of all-time on the CBC program, "The Greatest Canadian," which polled the nation's citizens at large.

In May 2010, Reader's Digest ranked Cherry as one of the most trusted Canadians, which is fitting for DLC's goal to educate Canadians on their financing needs.

DLC members will have access to advertising templates on their intranet, life-size Don Cherry cut-outs for their offices, and video for websites to take advantage of the company-wide campaign.

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They sure know how to pick'm !!	Mike From Marmora \| 28/07/2010

From the "honey" in their TV ads with the "I just got up from a roll in the hay" hair-do, to Don "I are a financial genius" Cherry. It sure would be great if the "super brokers" tried to lead the industry by advertising with at least a passing nod towards providing the consumer with a professional image of our industry and not that of a "hooker & a hockey player".
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Knock-em Sock-em.........Mortgage Brokering?	Jorge from Toronto \| 28/07/2010

You can say that again Mike. Is this what the "super broker" DLC is trying to do, by trying to sweeten their business by using a figure to sway Canadians to use them? Come on get real, this industry is becoming a joke when the "Super Broker" DLC has to use a knock em sock em figure to sway Canadians to use their services. Hire great professionals who know what their doing instead of this.
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Jeolous	John \| 28/07/2010

Come on guys, he is one of the more respected people in Canada. Suddenly a hockey player is not good enough for the public.
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Financial genius	John \| 28/07/2010

Well, look at his portfolio of business's. Look at his bank account. The guy, actually his daughter, IS a financial genius.
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Sour Grapes?	Cindy \| 28/07/2010

Just because your company can't hire a Canadian icon, doesn't mean DLC shouldn't. What has your company done to promote you and make your business a household name?
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Brilliant Hire	Go For It! \| 29/07/2010

I don’t see why people think this is such a bad idea, I’m all for it. Don is a spitting image of Gary Mauris. That’s the DLC image and model.Go get em fellas!!
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Professionalism in the mortgage field	Sally from Toronto \| 31/07/2010

People...I suggest if you work for DLC then good for you but do not say that DLC is a household name in mortgages. Remember it is not the name of the comapny you work for but the service as a mortgage professional that makes you well known in your community.
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Seriously?	Michelle \| 06/08/2010

I agree with majority of the comments. But I guess Don Cherry and DLC have a lot in common!! I actually would be quite pissed off if I was a DLC broker and this is what my advertising money was being spent on.
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It's a "guy thing" ? : )	mortgage needs \| 07/08/2010

Can we typify it as being a "guy thing" or a "Canadian thing" ?
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why pissed?	Educating the public \| 13/08/2010

Why would anyone be pissed off if their company was trying to use an extremely well known personality to help boost their name and the services they provide? This industry has done a terrible job of educating the public on what a mortgage agent can do -- hence why only about 30% of Canadians use us versus the banks! No other company has taken charge of telling Canadians why they should use a mortgage agent instead of settling on what their bank has. That statistic alone tells us that 7 out of 10 Canadians don't understand what we can do for them. Good for DLC. All of the industry should be looking at ways to tell the public about what we do and if DLC can afford a big name like Don Cherry to help lead this initiative, good on them. It will bring very positive attention to all mortgage agents and our services.
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Anyone else advertising nationally?	Lynne \| 14/08/2010

Maybe Jorge in Toronto should get his brokerage to hire those "great professionals who know what they are doing" and let DLC go about their business as they see fit. I mean really, why does he care anyway? I'm sure if the DLC brokers don't like what their advertising dollars are going toward, they will make it known by jumping ship.
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