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Giant Tiger breaks holiday season campaign

Ottawa-based discount store chain Giant Tiger has begun a holiday season campaign that continues to use the themes of its spring campaign, "Inner Voice." The campaign, developed by Yield Branding, consists of two television commercials that will air nationally in English and French on specialty channels. These will be accompanied by an online video and a programming sponsorship with W Network and Canal Vie. The creative depicts mothers facing various holiday situations, narrated by the characters' "inner voice."

"Christmas is a high pressure time for moms," said Karen Sterling, vice-president of marketing at Giant Tiger. "At Giant Tiger, we recognize that moms are time-starved and facing a great deal of pressure and responsibility to make Christmas 'perfect.' Our commercials feature moments that have mom faced with different Christmas dilemmas. The solution or outcome is aided by her sense of whimsy, her good sense of humour and a realization that the true focus of Christmas should be on fun and family."

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