Winnipeg-based Frantic Films has joined forces with prominent commercial producer Soft Citizen and ad agency TAXI for the new reality series Commercial Break, looking to sniff out top talent to create television commercials for existing brands. The 10 x 60 series will pit 10 participants against each other in weekly challenges for the chance to win an exclusive one-year contract with Soft Citizen. Contestants’ work will be evaluated by TAXI exec creative director Steve Mykolyn, Soft Citizen exec producer Dr. Link York and a guest judge.

Frantic exec producer Jeff Peeler says the show will go into production in the summer for a late fall release. The prodco will approach broadcasters once partner TAXI has attached advertisers to the project.

‘We’re considering all the major broadcasters in Canada as we feel strongly that the concept has mass-market appeal,’ says Peeler. Former Canadian Idol producer Martha Kehoe is on board to assist with development.