The CFL’s new marketing campaign includes a new spot targeting women and millennials that "opens with a shot of a pre-teen girl walking with her headphones on and pausing near a pickup football game," according to Morgan Campbell of the TORONTO STAR. When the boys on the field spot her, they "invite her to play and after a momentary hesitation she joins them." Soon after they hand her the ball, she "breaks away for a touchdown, proving that she belongs." The spot is "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 is the phrase coaches and captains often "shout to summon players to a huddle." In the marketplace, it is a "call for inclusiveness, cutting across demographic lines to invite prospective fans to experience the CFL." The league "collaborated" with Bensimon Byrne, Toronto, which was the creative firm behind Canadian Prime Minister Justin Trudeau’s campaign ads before the '15 federal election. With Canada’s 150th anniversary looming, the league and its creative partner "hoped to emphasize values they view as Canadian" (TORONTO STAR, 5/4).
