For three weeks beginning today, Rogers Wireless will play helpful elf at nine Ontario shopping malls in what the Toronto-HQ’d company has dubbed ‘Share the Joy’ holiday shuttles.

Wednesdays through Sundays until Dec. 23, brand ambassadors will offer holiday shoppers rides to and from their vehicles in jolly, Rogers-red golf carts and help stow their loot. Along the way, the no-doubt-grateful passengers will be directed to Rogers’s retail partner locations inside each mall. And in a clever sampling wrinkle, they’ll also be offered the chance to use Sony Ericsson W580i and LG Shine phones to make quick calls.

Using elements of Rogers’ current Share the Joy campaign created by Publicis Canada, Toronto’s Fuse Marketing Group handled both the cart wraps and signage, which consists of large sandwich boards at mall entrances.

Participating shopping centres are: Quinte Mall in Belleville; Northgate Shopping Centre in North Bay; New Sudbury Centre in Sudbury; Pen Center in St. Catharines; Devonshire Mall in Windsor; Mapleview Shopping Center in Burlington; Scarborough Town Centre in Scarborough; Upper Canada Mall in Newmarket; and Vaughan Mills in Vaughan.