Petro-Canada’s Grizzly Bear Rejects Hibernation, Rallies 2026 Winter Games Spirit

Ahead of the Milano Cortina 2026 Olympic and Paralympic Winter Games, Petro-Canada has released a new campaign, designed to extend the brand’s ‘Live By The Leaf’ platform. Created by McCann Canada, the work capitalises on the Suncor business’ status as Official Oil and Gas partner of the Canadian Olympic and Paralympic Committees, as well as Canadian Olympic and Paralympic Teams at the National Partner level, reminding viewers that while winter is traditionally a time of rest, it’s time for championship spirits to reawaken.

Titled ‘It’s No Time to Hibernate’, the hero film (directed by Alfredo Films’ Henry Littlechild) characterises coast-to-coast resilience through a new brand character: the grizzly bear. Set to Canadian musician David Wilcox’s ‘Do the Bearcat’, the 60-second spot leans into humour, depicting the creature interacting with Olympic and Paralympic athletes Steven Dubois, Eli Bouchard Collinda Joseph, William Dandjinou, Piper Gilles and Tyler McGregor.

“We wanted our Olympic/Paralympic campaign to stand out from the sincere and serious ads we predicted would air from other partners,” explains Bill Schaefer, creative director at McCann Canada. “Along with it being a Canadian mascot, the idea of rallying Canadians not to sleep on this year’s Winter Games made the [grizzly] bear perfect for the job.”

The campaign also serves to promote Petro-Canada’s Fuelling Athlete and Coaching Excellence (FACE) Program – its endeavour to support Canada’s coaches, athletes and families via 55 annual grants. A crucial investment in those striving to represent the country on an international level – but who do not yet qualify for government funding – according to Bill, the chance to craft the creative around these six athletes (three of whom are FACE recipients) was a truly memorable experience.

“At the heart of ‘Live By The Leaf’ is supporting our fellow Canadians, in big moments and small,” he says. “The Petro-Canada FACE Program has supported Canadian athletes and coaches for more than 40 years, [and this year], each of the athletes were fantastic! They did a perfect job reacting to a giant grizzly bear (who may or may not have actually been on set). They also weren't shy demonstrating the athletic talents that have led them to be such respected athletes.”

Supported by a CBC media partnership, ‘It’s No Time to Hibernate’ will roll out across national and connected TV with in-game segment integration, as well as OLV, retail signage, athlete sponsorships and partnerships on social media, and more.

Additionally, the brand will give Canadians the chance to bare their spirit by roaring at Team Canada FanFest events (happening at Toronto’s Nathan Phillips Square on February 7th and 8th, Calgary’s Winsport Event Centre on February 14th and 15th, and Montreal’s Esplanade Tranquille on February 21st and 22nd) for a chance to get a free bear hat. A diverse array of mediums, for the team at McCann, the breadth of this campaign is intended to rally as many people as possible, bringing the country together in support of its athletes.

“We’re most proud of the variety of executions, unique pieces for each sport, along with the way we’ve extended the idea into the real world,” Bill concludes. From custom bear hats to an AR filter, we’ve all got a chance to ‘become the bear’.”