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The New Slogan for the CFL…SUCKS! DIVERSITY IS STRENGTH
It means nothing, but the Toronto Star thinks it’s some kind of breakthrough. The CFL needs to keep RACE out of the marketing plan, and stick to hard-hitting FOOTBALL!
Toronto Star Article:
CFL’s Bring It In campaign targets women and millennials
Canadian Football League works with firm behind Justin Trudeau’s campaign ads for fresh look set to launch Sunday.
By MORGAN CAMPBELLStaff Reporter
Wed., May 3, 2017
The TV spot for the CFL’s new marketing campaign opens with a shot of a preteen girl walking with her headphones on and pausing near a pickup football game.
When the boys on the field spot her, they invite her to play and after a momentary hesitation she joins them on the field.
Soon after they hand her the ball she breaks away for a touchdown, proving she belongs and setting the tone for how the league plans to sell itself in 2017.
Last month, the Star got an exclusive first look at the TV spot and campaign, set to launch Sunday in the three-week lead-up to training camp.
The team behind the campaign explained that its tagline — “Bring It In” — is a virtuous double entendre.
On the field, it’s the phrase coaches and captains often shout to summon players to a huddle.
In the marketplace, it’s a call for inclusiveness, cutting across demographic lines to invite prospective fans to experience the CFL.
The league collaborated with ad firm Bensimon Byrne, the company behind Justin Trudeau’s campaign ads before the 2015 federal election. And with Canada’s 150th anniversary looming, the league and its creative partner hoped to emphasize values they view as Canadian.
“It’s a play on the … inclusiveness the league has always showed. The diversity, the acceptance,” says David Rosenberg, partner and chief creative officer at Bensimon Byrne. “We’ve taken football vernacular and enlarged the meaning.”
The new marketing push comes amid instability at the executive level.
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Kevin J. Johnston