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

The sky’s the limit for storytelling at Mondelez

A sneak peak from Marketing Live about content so good it makes money

Rogers introduces Twitter support

First Canadian company to offer support via social media platform

Twitter party spreads research on pediatric pain management

Year-long #ItDoesntHaveToHurt initiative provides helpful tips to parents

NHL’s Bill Daly explains use of virtual ads on rink boards

Deputy commissioner discusses sponsorship innovation at MES 2016

Netflix looks at binge habits of Canadians, global users

Viewers are getting hooked faster to binge-worthy content than ever before

Rogers goes big to promote World Cup of Hockey

New campaign spans traditional media to experiential and in-store

Pattison wins Richmond, B.C. street furniture contract

New 20-year contract includes provisions for digital inventory

Bruce Neve discusses digital, data and goals (Q&A)

Longtime Canadian media executive on his new role with True Media