Ride with Canadian Tire

The retailer goes gangster-cute in this new spot by Taxi promoting bike season.

Canadian Tire and Taxi are going hardcore in this new spot promoting bike season. Hardcore, in an adorable kind of manner. The commercial features a gaggle of kids cruising down the (suburban) streets on their bicycles, inviting folks to “come ride with us.” The lesson: have a cool bike, get a cool posse.

It’s a pretty different tone from its iconic “Bike Story” spot from the ’80s.