Canada has some of the strictest TV content regulation in the world.

So, how could we promote an incredibly offensive film to largest possible adult audience without upsetting Canada’s stringent media regulators?

Rather than see Canada’s strict media standards as an obstacle, we saw this as an invitation to come up with an innovative approach.

We realised that the best way to prove Ted 2 would continue to push the boundaries, was to push some boundaries ourselves. How? By taking the safest and least interesting part of part of offensive television and using that to get our message across.

We created and ran over 100 advisories on targeted TV programmes across three Bell Media channels - Much, Comedy Central and MTV.

We matched the content in our advisories to the show it appeared, created an entirely new media opportunity and improved viewers enjoyment. And, our advisories over-delivering our reach targets by 10%.

Ted 2 was the #1 Comedy and #1 Adult film in its opening weekend and went on to smash its Canadian box office targets. F*****g fantastic.