CTV to launch London 2012 Believe campaign in Super Bowl XLVI

It’s Super Buzz Weekend on CTV. The network announced today that it will launch its new BELIEVE promotional campaign in support of its broadcast of the London 2012 Olympic Games during its exclusive coverage of SUPER BOWL XLVI this Sunday.

Featuring the voices of Canadian actors Ellen Page and Gordon Pinsent on CTV and TSN, the campaign begins just after the six-month countdown to London 2012 was marked on January 27.

Additionally, the network will use the opportunity to debut more than one hundred versions of never-seen-before, on-air creative, supporting CTV’s star-studded mid-season schedule and upcoming programming on Bell Media specialty channels.

“The SUPER BOWL is not only an amazing platform for clients to reach their customers by the millions, but it is also a tremendous opportunity for us to introduce, tease, and launch campaigns for upcoming programming on CTV and other Bell Media properties,” said Rick Lewchuk, Senior Vice-President, Bell Media Agency. “In addition to introducing the stunning new London 2012 BELIEVE campaign, we are keeping the overall SUPER BOWL viewing experience as fresh as possible with a wide range of brand-new creative.”

The original award-winning BELIEVE campaign debuted in advance of the Vancouver 2010 Olympic Winter Games – helping to inspire a nation and introduce Canadians to its Olympic heroes. The London 2012 BELIEVE campaign rekindles the incredible feeling of national pride that grew out of Vancouver 2010, engaging new Canadians by showcasing how the Olympic spirit of BELIEVE has spread to their homelands. Showcasing both Canadian and international athletes, the production involved three separate crews shooting over six months across Canada, the U.S., India, China, the Philippines, Poland, Italy, Portugal, Jamaica, Scotland, and England to create the look and feel of a trailer for a dramatic feature film. 

With three major mid-season series launching on CTV the night of and the week following SUPER BOWL XLVI, CTV will utilize Sunday’s broadcast to promote these new programs in front of one of the largest television audiences of the year. The three series include the highly anticipated new musical drama SMASH (Feb. 6), new paranormal thriller series THE RIVER (Feb. 7), and the hit vocal competition series THE VOICE, which debuts its second season immediately following the game, before moving to its regular Monday timeslot Feb. 6. The Bell Media Agency will also introduce its campaign for THE 84th ANNUAL ACADEMY AWARDS® (Feb. 26) and THE 2012 JUNO AWARDS (April 1), and tease additional mid-season shows GCB (March 4) and MISSING (March 15).

The Bell Media Agency will also unveil new creative for upcoming sporting events including TSN’s TRADECENTRE, NCAA MARCH MADNESS, SCOTTIES TOURNAMENT OF HEARTS, and the 100th GREY CUP, as well as promote the upcoming original CTV documentary DARKNESS AND HOPE: DEPRESSION, SPORTS AND ME (Feb. 8) in support of next Wednesday’s Bell Let’s Talk Day.



In the six-month rollout of this year’s campaign, a total of 29 different image spots of various lengths have been produced to air on CTV and TSN, and in French on RDS. Academy Award® nominee Ellen Page and legendary Gemini Award-winning actor Gordon Pinsent voice the promos airing on CTV and TSN respectively. The RDS campaign spots are voiced by popular Quebecois actor Pierre Lebeau.

The Vancouver 2010 BELIEVE campaign has been internationally recognized, winning 13 PromaxBDA Awards, including the World Gold for “Live Event Campaign.”

The BELIEVE campaign was created, developed, and produced by the award-winning Bell Media Agency. Rick Lewchuk is Senior Vice-President, Bell Media Agency and Brand Strategy. Sandy Fraser is Senior Director of Olympic Promotion.

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