Screen Shot 2016-08-15 at 3.01.36 PM

Olympic Contenders: Canadian Tire’s ‘Pedestal’

How does a broad appeal to all things Canadian fare against its teammates?

As marketers continue to leverage the Summer Olympic Games in Rio, Marketing asked a number of experts to offer their critiques of the executions currently in rotation on television and online.

Canadian Tire’s “We all play for Canada – Pedestal

Alan Middleton is a marketing professor at the Schulich School of Business, York University, executive director of the Schulich Executive Education Centre and the author of Ikonica: A Field Guide to Canada’s Brandscape.

“In a really nice piece of work, the spot takes several themes of Canadian identity to contextualize Canadian Tire’s support for the athletes of the Olympics. Under the concept of ‘stepping up’ for Canada, it touches our pride in Canada’s peace keepers, healthcare, our immigration policy, our veterans and indeed our workers and mothers.

“Positioning the support for our athletes in this way deepens the Canadian-ness of the appeal, helps deflect criticism of being too exploitive of the Olympics and its athletes, and reaches deeper in achieving a connection with the viewer on being truly Canadian.”

Read more
Canadian Tire urges Canadians to step up in Olympic Campaign

See all comments Recent Comments

Great concept and once more canadian Tire hit the spot with the emotional connection to our athletes while representing every day Canadians.

Monday, August 22 @ 8:09 am |

Add a comment

You must be to comment.

Advertising Articles

BC Children’s Hospital waxes poetic

A Christmas classic for children nestled all snug in their hospital beds.

Teaching makes you a better marketer (Column)

Tim Dolan on the crucible of the classroom and the effects in the boardroom

Survey says Starbucks has best holiday cup

Consumers take sides on another front of Canada's coffee war

Watch This: Iogo’s talking dots

Ultima's yogurt brand believes if you've got an umlaut, flaunt it!

Heart & Stroke proclaims a big change

New campaign unveils first brand renovation in 60 years

Best Buy makes you feel like a kid again

The Union-built holiday campaign drops the product shots

123W builds Betterwith from the ground up

New ice cream brand plays off the power of packaging and personality

Sobeys remakes its classic holiday commercial

Long-running ad that made a province sing along gets a modern update