Bell Media Reporter

CTV, CMA launch Super Bowl creative contest

Winning entry will receive a spot in the next year’s big game

In an attempt to raise the bar on Canadian creative around the biggest event on the TV calendar, CTV and the Canadian Marketing Association (CMA) have officially launched the “Super Bowl Ad Challenge.”

First announced during Bell Media’s upfront presentation, the competition – using the hashtag #SB49adchallenge – formally kicked off Tuesday. Advertisers and agencies have until Dec. 1 to submit their work at

The top five finalists will be unveiled on Bell Media’s digital platforms on Jan. 15, and will be featured in the Super Bowl pre-game show. The winning entry receives a spot in Super Bowl XLIX on CTV, as well as a trip for two to the 2015 Super Bowl in Arizona.

The challenge is intended to spur Canadian marketers and agencies to create Super Bowl commercials that are on par with those of their U.S. counterparts.

“It came out of the Super Bowl and some disgruntled viewers [upset] by the simulcast rules and not being able to see the U.S. commercials,” said Lucy Collin, vice-president of marketing innovation for Bell Media Sales. “The thought was ‘Canadian commercials are great too. Why is nobody focusing on how great they are?’

“We thought maybe we should have a little fun with this and encourage Canadian advertisers and their agencies to think a little bit more about what’s going on in the U.S. and just continue to keep producing the great material.”

Canadian viewers have long been miffed at being unable to watch U.S. commercials during the Super Bowl because of simultaneous substitution. It even prompted the CRTC to issue a release in advance of this year’s game noting that simulcasting contributes as much as $200 million to the Canadian broadcast system.

Media Articles

2015 Media Innovation Award jury wraps up deliberations

13 industry leaders have chosen their medalists and Best of Show

Extension: ‘Best of 2015′ contenders get one more week

Marketer, media player, tech player and agency nominations accepted until Oct. 16

Yellow Pages cutting about 300 positions

Cuts come as Montreal company continues its shift to digital media advertising

Geox hires Canadian AOR to boost social, online presence

MacIntyre Communications takes over account from The PR Department

Big Data Roundtable: The new business of marketing

Four senior marketers hash out the challenges of all those 1s and 0s

Publishers need sponsored content guidelines: CAJ

Publishers seeking new revenue streams; group calls it a 'high-stakes' survival strategy

Influencer marketing agency IZEA launches Canadian office

Company works with 550,000 content creators globally including 14,000 in Canada

How about those Blue Jays ratings?

Drive to AL East title produces a ratings bonanza for Sportsnet

Rogers introducing 4K technology

Company commits to 500 hours of ultra HD programming in 2016