CIBC Champions Ambition with Hockey Icons Connor McDavid and Connor Bedard

In a world where pursuing dreams, both big and small, can often be overwhelming and complex, CIBC embraces the notion that every ambition matters. By redefining the narrative around ambition, CIBC inspires individuals at all stages of their journeys to chase their passions with gusto. With the right financial advice to build momentum for your journey, CIBC believes all unique ambitions can be brought to life. And what better way to lead the charge than spotlighting two of Canada’s hockey superstars and CIBC ambassadors, Connor McDavid and Connor Bedard?

Partnered with Courage Inc., CIBC launched a compelling new campaign that invites Canadians to explore the uncharted territories of their aspirations, showcasing the varying passions that lie beyond the rink. Picture this: Connor McDavid, renowned for his blistering speed on the ice, transforming into a culinary maestro in a bustling restaurant kitchen. Meanwhile, Connor Bedard, the rising star of hockey, trades his stick for handcrafted tools, skilfully creating exquisite furniture in his backyard workshop. 

“Whether you’re breaking records or exploring new passions, every unique ambition is worthy of becoming a reality,” says Andrew Greenlaw, vice president, sponsorship, community and brand, CIBC. “At CIBC, we believe in helping our clients take action and build the momentum they need to pursue what truly inspires them and bring their ambitions to life. This campaign with Connor McDavid and Connor Bedard takes a fun look at their ambitions off the ice while highlighting that our bank is well-positioned to help our clients make their short-term and long-term ambitions a reality with a winning combination of financial advice and powerful financial planning tools.”

The campaign features two cinematic :30 films, designed to both entertain and inspire Canadians, revealing that success is not merely defined by the accolades one achieves, but by the paths we take in pursuit of our dreams. As the coach who cares, CIBC is committed to being by your side through until the end. The marketing initiative will be further supported through :15 cutdowns, OLV, and socials.

"We wanted to showcase that CIBC is dedicated to supporting ambitions of all sorts, regardless of the scope," says Jesse Wilks, creative director at Courage Inc. "By featuring these professional athletes in their ‘Sliding Door’ moments - performing everyday jobs -  we discovered a breakthrough way to illustrate how CIBC champions all dreams and passions.”