"Move over monkeys and beavers, there's a new cellphone shill in town: William Shatner."

"William Shatner has much more personality than beavers."

"Those companies have strong brand recognition through the beavers and monkeys used in their respective ads, so keeping Mr. Shatner in a continuing role would be a good move for Rogers."

"They need to move a little bit more towards having a more distinctive covering personality so it begins to make people feel better about Rogers," he said. "William Shatner is not a bad move. At least it's not another bloody animal."

http://www.canada.com/nationalpost/financialpost/story.html?id=72a5da99-bab8-4808-af87-834f61581fca&k=22174