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Super Bowl Needs Better Commercials, Says CTV, CMA

Aug 12, 2014

Source: Mediacaster

CTV and the Canadian Marketing Association have opened the doors on the Super Bowl Canadian Ad Challenge, and they are now accepting entries.

The Challenge is designed to elevate Canadian Super Bowl advertising, organizers describe, and to drive the Canadian ad community to create ads that truly compete with U.S. commercials.

Intending to counter the massive anticipation not just for the game, but its commercials as well, the contest is calling for some great new original commercials, specifically targeted to Canadians, to be produced.

The prize for creating the best ad is ad time, and a spot during what’s expected to be the most-watched sports broadcast of the year.

Submissions will be accepted through December 1 via bellmedia.ca/thechallenge.

As announced in June at the CTV Upfront, the Super Bowl Canadian Ad Challenge asks the ad community to “Challenge Their Creative”.

The winning ad, as selected by a panel of judges, will be awarded with advertising time during Super Bowl XLIX. To sweeten the deal, the winner will also receive a trip for two to next year’s Super Bowl in Arizona.

“This challenge is a great opportunity for marketers and their agencies to showcase excellent Canadian creativity,” said John Gustavson, President and CEO of the Canadian Marketing Association.

That showcase is also intended to keep viewers from abandoning the Canadian broadcast in favour of online video streaming feeds of the U.S. telecast and its commercials, not seen here due to simultaneous substitution regulations.

“Since we first announced it, the Canadian Ad Challenge has piqued a tremendous amount of interest from the Canadian advertising industry, and we’re thrilled with the reaction,” said Perry MacDonald, Vice-President, CTV Sales - Bell Media. “There’s no better way to demonstrate the deep talent within the Canadian ad community than on the biggest platform on Canadian television.”

Following the submission and judging rounds, the Top 5 ads will be revealed on Bell Media digital platforms on Thursday, Jan. 15, 2015, and featured in CTV’s Super Bowl Sunday Pre-Game Show on Sunday, Feb. 1, 2015

The winning ad will be announced during Super Bowl XLIX and showcased nationwide on CTV during the championship game.

The Super Bowl Canadian Ad Challenge is an independent competition from CTV and the Canadian Marketing Association. The National Football League, NFL Canada, and their affiliates are not sponsoring or affiliated with this competition in any way.

© Mediacaster