Canadian Tire has launched a new campaign aimed at showing how its mobile app and in-store technologies can help busy consumers more quickly get the things they need from the retailer.

Called “Shop Smarter,” the new work depicts some of the challenges that come up in day-to-day life – whether it be a kid setting off a glitter bomb or your dog getting skunked – in a tongue-in-cheek way before connecting those household crises back to the retailer’s technologies and how they can make tricky situations a whole lot less stressful.

“Our mobile app, in-store kiosks, pick-up lockers and other features provide smart solutions that make shopping at Canadian Tire more enjoyable, efficient and rewarding,” explains Irene Daley, VP of strategic marketing for Canadian Tire. “We know how busy life in Canada can get. … This year, we’ve developed a campaign that playfully showcases the technologies we offer that help Canadians shop whenever they want, however they want.”

The campaign has rolled out across a wide array of channels, including three 15-second TV and OLV spots, in-store signage and banners on its website and digital flyers. Shorter executions of each of the spots were also shot using mobile devices to make them more seamlessly blend in on social environments such as TikTok.

The campaign also boasts influencer support.

“Shop Smarter” was developed by Publicis Toronto in partnership with Canadian Tire’s own strategic marketing and digital media teams. Touché handled the media buy, while #paid handled the influencers.