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Interac Association‘s little yellow armored truck is back for a third outing in a new 30-second TV ad from Agency 59.
The tiny truck, which first appeared in 2007, is again following a shopper and dodging everyday obstacles, this time in a supermarket with a mother and daughter.
It slowly tracks through spilled liquid, defrosts fog from its windows after a stop in the ice cream aisle, and weaves through a set of automatic doors.
“Paying with your money just feels right,” says a voiceover, before the “Everyday Simple” slogan appears on screen.
“The truck has really hit a home run for us,” said Nicky Cameron, vice-president, marketing and communications for Interac Association. “It represents your money. It says safety and security, it’s always by your side and, despite being an armored truck, it has a warm personality.”
“We wanted [the truck] to endure longer than just a one- or two-year campaign,” said Brian Howlett, chief creative officer at Agency 59, adding Canada doesn’t have enough iconic, long-lasting campaigns. “I think the consumer has proven in the past that they would glom on to something if it worked, and let you grow with it… This campaign resonated with consumers exactly the way we’d hoped it would.”
Cameron conducted consumer research for the campaign’s first two ads that seemed to back that claim. Total recall was 76%, and the first ad’s “likability” scored in the 90th percentile among those surveyed.
The new spot launches Jan. 11 and has placement during prime time shows such as CSI and American Idol.
The truck will continue to appear across all media platforms including in-store signage, print and online ads throughout 2010.
