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C&C Connected | February 6, 2019



*Photo courtesy of Stella Artois

THIS WEEK'S PICK: CHANGE UP THE USUAL

The calamity that ensues when some iconic fictional characters decide to change it up in favour of a Stella Artois is the subject of Stella's #BigGameAd: Change Up The Usual. These characters were strategically employed because of how their drink order is synonymous with their character - a drink order that is notably NOT beer. The clever use of these characters drives home Stella's core creative message, clearly aimed at expanding its consumer base by enticing new category users.

CLIENTS IN THE NEWS

Colby Armstrong

He's got a quick wit and isn't afraid to make himself the butt of the joke, but you can get to know Colby Armstrong a bit more by checking out the article featuring 20 Questions with The Athletic's Sean Fitz-Gerald.

Kate Beirness

Kate stopped by to chat with some of her colleagues on CTV's The Social to discuss among others things, her new podcast Her Mark. Available wherever you listen to podcasts, Her Mark and aims to empower and influence women by connecting and discussing with prominent female leaders from across Canada.

Kia Nurse

Torching the opponent while going off for 27 points (including seven 3s), Kia Nurse led the Canberra Capitals to earn a berth in the WNBL Grand Final for the first time since 2011. She'll look to ride that hot streak of outside shooting as she competes for the championship beginning February 9th.

Spartan Trail

This week, Spartan Race Canada announced an exciting new development to its 2019 race calendar: Eastern Canada Trail presented by Sportium. Spartan Trail's only obstacle is nature. Owl’s Head is the perfect location for the first Spartan Trail in Canada with its tough climbs, breathtaking views and technical terrain. Registration is open!


*Photo courtesy of Spartan Race

GOING GLOBAL: SUPER BOWL LIII

It’s hard to ignore the biggest show in North American professional sports. Yes, ratings were down as the game was a clunker and the half-time show failed to impress, but in what is also the biggest day for North American advertisers, viewers were served up with all types of creative communications targeted at a wide variety of consumer groups. Everything from cinematic production quality, pop-culture spoofs, ASMR, millennial nostalgia, and much more were used by brands who shelled out $5.25M USD per 30-second spot to capture your attention.

Special shout outs to Bumble and Microsoft for leading with purpose, to Doritos for making Backstreet Boys hot again, and to Pepsi for making inroads on Coke's home turf. For a great rundown of the top LIII ads check out this list.



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