Labatt Breweries of Canada filmed, edited and broadcast a new television commercial during the CTV broadcast of the Super Bowl on Sunday. The 30-second commercial featured hockey players from the brewer's "Flash Fans" commercial for Budweiser, which aired for the first time earlier in the broadcast. The players were attending a Budweiser Super Bowl party conducted by Labatt in Toronto, where they were filmed watching the debut of the "Flash Fans" ad. The footage was then fashioned into a new commercial that aired later in the broadcast. The commercial was developed by Labatt, UM Canada and Edelman, and produced by Bell Media Brand Partnerships. "Bell Media Brand Partnerships was delighted to be a part of such an innovative campaign that captured this unique fan experience first hand and shared it with the rest of the country on one of biggest nights in television," said Carmen Lago, director of Bell Media Brand Partnerships. "Our work with Labatt yesterday is a great example of how we can leverage our in-house broadcasting expertise to develop campaigns that capture the essence of landmark events, giving clients and fans something memorable and entertaining to experience."