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

Canadian Tire and Touché shoot and score (big) at the 2014 MIAs

Plus, the full list of gold winners at the Media Innovation Awards

Social Scanner: Dove is the most-loved brand on social

Plus, Twitter's CFO has a DM fail and Kik gets into GIFs

TV Everywhere offering can help retain paid TV subscribers (Study)

Research presented at CTAM Canada forum shows that awareness of these services drastically outstrips adoption

Air Canada launches online content hub for frequent flyers

Airline courting premium brands for new site

Postmedia launches auto-focused sales unit

Six-person team charged with defending and growing key advertising category

Bell unveils Grey Cup sponsors

Marketing programs include a variety of on-site activities and in-show segments

Chatelaine debuts new housewares collection

Chatelaine Home Collection will be sold exclusively by The Shopping Channel