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 BellMedia.ca/thechallenge.

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

COMB adds two Western Canada members

Canadian Digital Network and Signpatico Digital Advertising

Pinterest moves into ecommerce with Buyable Pins

Shopping from the social service comes from partnership with Shopify

Inside Facebook: How to make sense of audience measurement

Are brands getting a handle on the mobile revolution?

WestJet’s expert social media response to bomb hoaxes

The airline's transparent approach has helped calm nerves

New survey tracks the divide between online and broadcast

Many find their faves online and show little knowledge of the new fall schedule

Lexus gets Maclean’s cover treatment

Automaker gets in early on cover/table of contents offering

Bell Media strikes with Women’s World Cup

Canada's five matches average 4 million viewers

Canadians continue ‘tuning out’ of traditional TV: MTM

Study shows slow, steady shift to smart devices and new media

PR agency leads should only follow on Twitter (column)

Veritas' Krista Webster says PR agency bosses have 'absolutely no right' to tweet