Yes, and some of it goes back a number of years.
There was a spectacular television ad from Bell Canada some years ago, where a young man was walking on the beach in Dieppe talking on his cellphone. He called his grandfather, who had been a veteran of the Dieppe raid, to say thank you. The ad didn't talk about cellphones or any of the company's services, but it was very powerful. They did not overly commercialize it, but they sent a powerful remembrance message to viewers, while making them aware of Bell Canada at the same time.