Canadian Tire has launched a digital campaign to promote Maximum, a new line of tools and accessories designed for tradespeople.
At the centre of the campaign is a video, “Maximum Mural,” which shows holes being drilled through a quarter inch of solid steel. At the end of the spot, it’s revealed that the holes (all 10,795 of them) form a mural with the Maximum logo at the centre.
The aim is to demonstrate the superior performance, toughness and precision of Maximum Precision Point Drill Bits.
“Oftentimes, showing rather than telling is going to break through to that audience because they understand the role that tools play in their lives and the need for them to be reliable and dependable,” said Joshua Stein, executive creative director at Tribal Worldwide – Toronto, which created the spot. And because it’s a new brand, “we wanted to make something cool and make sure that the brand didn’t get lost.”
The video appears on YouTube and on Canadian Tire’s website. Pre-roll, social and banner advertising drive users to CanadianTire.ca/Maximum to learn more about Maximum products.
