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New Pro Line commercial released

The Ontario Lottery and Gaming Corporation released a new television commercial this week for its Pro Line sports game. The 30-second ad, called "Tilapia," is the latest phase in the corporation's ongoing "Get Way into the Game" campaign, developed by Bensimon Byrne. In the ad, a man watching a hockey game on TV hears a report that a player ate tilapia before the game instead of his usual chicken. The man then begins a series of phone calls by various people seeking to determine what effect this may have on his play. "This ad captures the intensity of watching sports when there's something riding on the outcome," said David Rosenberg, creative director at Bensimon Byrne. "Playing Pro Line gives fans a stake in the game, which takes the experience of watching sports to a whole new level. Fans get the chance to really be a part of the game they love." The commercial will run through the hockey season, supported by print and out-of-home advertising.

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