Tim Hortons breaks Guylogical campaign
By Adnews Staff
Tim Hortons began a new radio campaign this week intended to attract men to the chain for lunch. The effort, called "Guylogical," depicts guys talking to guys about what its like to be a guy. The national, 11-week campaign was created by Enterprise Advertising of Toronto. Six 60-second ads have been created. The first 30 seconds of each ad takes the form of a call-in show. Male callers and the host discuss topics such as the importance of wrapping presents, dealing with anniversaries and the number of shoes women own. The host invariably suggests that lunch at Tim Hortons is a good solution for the problem at hand. The next 20 seconds are a fake commercial for a reputedly non-male business such as Carmine's Dance Studio, The World of Fabrics and Gary's Choice Couple's Massage. The ads end by directing listeners to a website at <http://www.guylogical.ca> to enter a contest by posting a "guy story." Visitors can also play games, read a weekly Top-10 list, email someone a Guy-vite and vote in a poll. The campaign will also include 10-second television commercials on TSN, Sportsnet, The Score and RDS. Excelerator Media of Toronto handled media planning and buying for this campaign. A separate Quebec campaign consisting of five radio ads and four 10-second TV ads was developed by Enterprise in Montreal.