February 6, 2012

A Super Bowl First! Original Commercial Shot, Edited, and Broadcast During CTV’s Coverage of SUPER BOWL XLVI

– Labatt uses Bell Media Brand Partnerships to create original Super Bowl commercial in less than one hour –

To tweet this release: http://bit.ly/wZFUFL

Toronto, ON (February 6, 2012) – In an unprecedented Super Bowl first, the Bell Media Brand Partnerships team worked with Labatt to shoot, edit and broadcast a brand-new commercial during yesterday’s coverage of SUPER BOWL XLVI that then aired during the game. The 30-second commercial was the bookend to Budweiser’s 2012 Canadian SUPER BOWL XLVI commercial “Flash Fans” and made its national debut last night on CTV.

While the two Toronto-area rec hockey teams featured in Budweiser’s “Flash Fans” campaign – the Los Amigos and the Toronto Generals – watched their commercial debut nationally last night during SUPER BOWL XLVI, the CTV cameras were rolling, capturing the excitement, elation and emotion of the players as they became instant celebrities. The commercial was shot inside Budweiser's exclusive VIP Super Bowl party at Labatt’s headquarters in downtown Toronto.

The footage captured of the players was then turned around on the spot to create an original commercial that aired soon after while SUPER BOWL XLVI continued on CTV, bringing full circle the once-in-a-lifetime opportunity experienced by the members of the Amigos and the Generals.

"Bell Media Brand Partnerships was delighted to be a part of such an innovative campaign that captured this unique fan experience first hand and shared it with the rest of the country on one of biggest nights in television," said Carmen Lago, Director, Bell Media Brand Partnerships. "Our work with Labatt yesterday 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."

The commercial was created and developed by Labatt, UM Canada and Edelman, and produced by the award-winning Bell Media Brand Partnerships. Mary Kreuk is Vice-President of Bell Media Brand Partnerships.

About CTV
CTV, Canada’s Olympic Network, is also Canada’s largest private broadcaster. Featuring a wide range of quality news, sports, information, and entertainment programming, CTV is Canada’s most-watched television network and lead broadcaster of the London 2012 Olympic Games. CTV is a division of Bell Media, Canada’s premier multimedia company with leading assets in television, radio and digital. Bell Media is owned by BCE Inc. (TSX, NYSE: BCE), Canada’s largest communications company. More information about CTV can be found on the network’s website at ctv.ca

- CTV -

For More Information:
Greg McIsaac, (w) 416.384.5180, (c) 416.458.3591, greg.mcisaac@bellmedia.ca
Chobi Liang, (w) 416.384.7584, (c) 416.859.4738, chobi.liang@bellmedia.ca
Renee Rouse, (w) 416.384.7599, (c) 416.428.4807, renee.rouse@bellmedia.ca

Twitter: @CTV_PR

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