Canadian Tire is moving out of the aisle and into the lives of everyday Canadians with a new fully integrated national campaign using the tag line “For days like today.”
Though Canadian Tire’s recent “aisle sign” effort created a great deal of brand recognition, the retailer felt it was time to introduce a campaign that would “better reflect our ongoing commitment to providing customers with everything they need for the adventures of family life,” said Reg McLay, senior vice-president, marketing and business development, Canadian Tire Retail.
Created by Taxi in Toronto, the campaign uses everyday moments that may require or include a Canadian Tire product. For instance, the 60-second TV and cinema ad starts with a father teaching his daughter how to ride a bike. The words “For days to hold onto” appear on screen. A man is working under the hood of his car, while the words “For days with old friends,” appear beside him. The words, “For days of discovery,” follow a little boy holding a toy soldier in his hand, while peering into an overflowing toilet. A group of kids spend the day playing a game of street hockey, with the copy “For days that turn into nights.” Finally, a father proudly looks on as his son casts his fishing line. “For days that stay with you.” The spot ends with the new tag line.
“If you think about the moments, the situations that are a part of family life in Canada…we are uniquely positioned to provide the kinds of products to equip Canadians for the jobs and joys in family life in Canada,” said McLay.
The campaign, which launches tomorrow, includes transit ads and tri-vision billboards. The television ad will run for the next four weeks, with additional new creative rolling out throughout the year. MBS in Toronto handled the media buy.
