Future Shop and the Canadian Football League have launched a new advertising campaign that encourages CFL fans to vote for the league’s all-star team this season.

At the forefront of the campaign is a television spot that features Toronto Argonauts quarterback Kerry Joseph and Hamilton Tiger-Cats running back Jesse Lumsden, each dressed like Future Shop sales associates.

When approached by customers with questions about the store’s products, Joseph and Lumsden interrupt with boasts about their on-field prowess.

The spot includes a super that directs viewers to a microsite where they can cast their votes for the CFL’s all-stars at each position. By voting, site visitors are eligible to win a trip to the Grey Cup game in November, as well as nine weekly prizes of a $100 Future Shop gift card. All winners will be selected by random draw.

“Our customers are huge CFL fans. They love football and they love the Canadian Football League, so it’s something that they’re actively participating in,” said Nikki Hellyer, senior marketing manager for Future Shop. “I think when people watch football it’s something they get excited about. And everyone has an opinion, so this gives them an opportunity to voice that opinion.”

Hellyer said the TV spot is just one of the new wrinkles in Future Shop’s second year of promoting all-star voting.

“This is the first year we’ve done a dedicated television spot to promote [voting],” said Hellyer. “The other layer we’ve added is an in-stadium activation in Vancouver, Winnipeg and Edmonton, where we’ve designed special all-star balloting towels to promote the contest and allow people to have a little fun with it.”

The campaign launched following the Labour Day weekend. All creative was developed in-house by Future Shop and the CFL.