TORONTO – Bell Media’s brand partnerships team shot and edited an original commercial in less than an hour which then appeared as part of CTV’s coverage of Sunday’s Super Bowl XLVI.
Working with Labatt, the 30-second spot was the bookend to Budweiser’s Canadian Super Bowl XLVI commercial Flash Fans which features two Toronto-area rec hockey teams, the Los Amigos and the Toronto Generals. As the players watched their commercial debut nationally Sunday night during Super Bowl, the CTV cameras were rolling, capturing their reaction as they became instant celebrities. That footage, shot inside Budweiser's VIP Super Bowl party at Labatt’s headquarters in downtown Toronto, was then turned around on the spot to create an original commercial that also aired during CTV’s game coverage.
"Bell Media Brand Partnerships was delighted to be a part of such an innovative campaign that captured this unique fan experience firsthand and shared it with the rest of the country on one of biggest nights in television," said director Carmen Lago, in a news release. "Our work with Labatt (Sunday) is a great example of how we can leverage our in-house broadcasting expertise to develop campaigns that capture the essence of landmark events – such as the Super Bowl – giving clients and fans something memorable and entertaining to experience."
