Canadian Tire breaks Bring It On campaign
By Adnews Staff
Canadian Tire has begun new consumer campaign intended to promote the company as a place that fulfills the jobs and joys of everyday life. The campaign depicts consumers speaking the tagline "Bring it on" when faced with tasks such as repairing a damaged yard, barbecuing in the rain, camping with a family, painting a room and spring cleaning. The creative includes a 60-second television commercial that will be followed by a series of shorter, product and seasonal-specific commercials. The campaign also includes direct, print, radio, online, outdoor and in-store advertising, as well as social media activities. "The tone of the campaign is authentic, enthusiastic and comes straight from the sentiments of everyday Canadians," said Rob Shields, the company's senior vice-president of marketing. "The campaign is far edgier than some of our more sentimental campaigns and gets straight to the heart of why Canadians love shopping at Canadian Tire. You have to live in Canada to understand our lifestyle in Canada, and nowhere is more credible than Canadian Tire to find the solutions for all your everyday jobs and joys."