Canadian Tire promotes Maximum tool line
By Adnews Staff
Retail chain Canadian Tire has begun a promotion for its new Maximum line of tools and accessories for professionals. The initiative, developed by Tribal Worldwide of Toronto, is intended to raise awareness of the brand. The campaign features a 90-second commercial depicting 10,795 holes being drilled through a sheet of quarter-inch steel to form a Maximum logo. The campaign also includes preroll advertising, banner ads, social media activities and a website at <http://www.canadiantire.ca/maximum>.
"We needed to demonstrate the power and precision of the drill bits in a way that was worthy of the attention of serious craftsmen and women," said Joshua Stein, executive creative director of Tribal Worldwide Toronto. "Our solution was simple. Use quarter-inch steel and make it look cool."