Budweiser and Bell Media’s Brand Partnerships team shot and cut a new spot to bookend its Super Bowl “Flash Fans” commercial during last night’s Canadian broadcast.

The 30-second spot, which aired on CTV during the Super Bowl broadcast, was shot at 4 p.m. on game day, just before the two Toronto rec hockey teams were featured in the original commercial on the big screens at the Budweiser VIP Super Bowl party. It was then turned around to be shown later in the Super Bowl broadcast.

Mary Kreuk, VP of Bell Media Brand Partnerships, tells MiC the ad is a first for Bell Media and was sparked by UM, who approached the broadcaster with the idea.

“We debated internally and decided yes we could do it,” she says. “If that’s what the customer wants, then that is what we are going to do.”

The commercial was created and developed by UM Canada, Labatt and Edelman and produced by Bell Media Brand Partnerships.

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