TORONTO – The number one complaint Canadians have about the Super Bowl is that due to the simultaneous substitution of the Canadian feed, we don’t see all the cool new ads American fans see.
So, CTV announced today it is teaming up with the Canadian Marketing Association (CMA) for the Super Bowl Canadian Ad Challenge. The new initiative calls on the Canadian ad industry to create dynamic, original creative, specifically targeted to Canadians.
Announced in advance of this afternoon's CTV Upfront presentation in Toronto, the ad challenge is a creative advertising competition designed to celebrate and elevate Canadian Super Bowl advertising. With the goal of rallying the Canadian industry to create ads that truly compete with U.S. commercials, the competition seeks to help migrate anticipation and reaction for the big game’s advertising to Canadian creative.
The winner will receive advertising time during CTV's exclusive Canadian coverage of SUPER BOWL XLIX.
"We know Canada already produces award-winning, best-in-class creative. The goal for the SUPER BOWL Canadian Ad Challenge is to focus this effort into unforgettable, commercials designed to be targeted to Canadians for this year's CTV broadcast," said Lucy Collin, vice-president, marketing & innovation – integrated sales, Bell Media. "We are calling on the brightest minds from our tremendously talented creative ad community to produce compelling ads that appeal directly to Canadian viewers."
A complete list of rules, regulations, restrictions, and requirements will be confirmed and posted publically when the competition launches in the coming weeks. Contest details are subject to change.
