To mark the supposed birthday of its affable beaver mascot, Gordon, Bell Mobility is offering customers celebratory gifts until June 2. No word on what Gordon might be unwrapping, but humanoids can enjoy up to three months of free unlimited local and long-distance calling on new sign-ups, as well as discount prices for new handsets.

On Gordon’s big day, which he claims is June 2 (although he won’t disclose his age), birthday cake will be served at Bell Stores across the country. Mouth-watering images of the confection began appearing in commuter papers and in national and regional dailies across Quebec, Ontario and the western provinces on May 22 – when spots broke on TV nets and radio chains, and a banner ad bowed on Bell Mobility’s website. Both the creative for the campaign and the media buys were done by Cossette’s Toronto office.