Good Sam logo for their truck advertising campaign


Everyone loves a good medical drama, so CBS has placed its bets on a new one. Premiering January 2022 on Global TV in Canada, Good Sam is a story about a 30-something female heart surgeon, that’s sure to appeal to a young, female audience.

To help reach them, Global turned to Movia for a 5-week truck side advertising campaign in Toronto and Vancouver. Ten trucks drove the mobile ads around areas the target lives and spends time. For instance, dedicated weekend routes included placements at large malls, which were extra busy just before and after the holidays.

The premiere was a success, with hundreds of thousand people tuning in the first day alone. Time will tell whether this new series will become the lasting hit the station is hoping for, but with a currently house-bound audience that loves a good hospital drama, odds are in their favour.

Truck Ad photo of Good Sam doing an OOH advertising campaign

Number of
mobile billboards


Project Scope

5 weeks


15M impressions
after 5 weeks


Toronto Vancouver


Movia Good Sam Truckside Advertising Case Study

Truckside Advertising for Good Sam traveling in Toronto

About Good Sam

Good Sam is an American medical drama television series created by Katie Wech for CBS, starring Sophia Bush and Jason Isaacs, which premiered on January 5, 2022. Heart surgeon Dr. Samantha Griffith (Sophia Bush) becomes the top surgeon at Lakeshore Sentinel Hospital after her boss and father, Dr. Rob Griffith (Jason Isaacs), falls into a coma. Her life becomes complicated when he awakens and wants to resume surgery, which means Samantha would be supervising him.