Giant Tiger roars with two new spots

Giant Tiger has launched two 30-second TV commercials from Zulu Alpha Kilo that demonstrate how low-priced items seem expensive compared to prices found at the discount retailer.

Launched last Monday, the spots show individuals roaring like tigers to express their displeasure at the price of a particular item.  For instance, in one ad, a mother roars when she’s told her son’s haircut will cost $2.

A woman returning a library book roars when she hears the fine is 38 cents.

The spots end with the line, “Everything’s expensive after Giant Tiger.”

“[Giant Tiger] has a real charm and sense of quirkiness to it and when we came up with the idea of the roar, we knew we landed on something that only Giant Tiger could own,” said Joseph Bonnici, creative director, Zulu Alpha Kilo, in a release.

Social media, online, radio and print will roll out over the coming months.

“We wanted to launch a campaign that expressed our value proposition in a way that was fitting of the Giant Tiger brand,” said David Thorpe, vice-president, marketing Giant Tiger Stores Limited, in a release. “These spots do that perfectly.”