…meanwhile, CanTire’s evolution

April 1, 2006 by Annette Bourdeau

It’s been a while since Canadian Tire has been known for ‘good’ advertising. But with help from its new Toronto-based AOR, Taxi, that’s all about to change.

The Toronto-based retail giant’s latest campaign – the first to be conceived by Taxi – positions the chain as the ultimate destination to get ready for spring, with the tagline ‘Spring starts at Canadian Tire.’ In two humorous branding spots, we see couples in their backyards envisioning how to fix them up. In one, the woman looks wistfully around her yard as CanTire aisle markers creak down, illustrating that she can get everything she needs there – even a shaver to take care of her husband’s unbecoming mustache.

‘The aisle sign device is a fun way to bring to life that there’s something for your every need at Canadian Tire,’ says ACD Lance Martin, adding that Taxi aimed to add personality, wit, charm and real-life situations to Canadian Tire ads while respecting the substantial brand equity the chain has built up over the years. ‘Canadian Tire is an icon. We want to make sure whatever we do stays true to the character of the brand.’

‘It’s an evolution, it’s not a disconnect from where we were in the past,’ adds Tracy Fellows, CanTire’s VP, consumer advertising and marketing.

The branding spots launched last month, while three product spots, and ads featuring a ‘Thrill at the Till’ gift card giveaway promo, OOH, online and print efforts (inspired by travel destination ads) are set to launch across the country this month.

client: Deborah Meek, Helen Galanis, strategy and integration managers, Tracy Fellows, VP consumer advertising & marketing, Canadian Tire

ECD: Zak Mroueh

ACD: Lance Martin

copywriter: Joseph Bonnici

AD: Sam Cerullo

group account director: Catherine Marcolin

account director: Chris Lee

account manager: Jessica Tawfik

agency planner: Maxine Thomas

agency producer: Alina Prussky

prodco: Untitled Films

director: James Haworth