Canadian Tire
Canadian Tire has great sales, with over 1000 new deals every single week. Great for customers. Tough on store staff, who love the products as if they were their own. In fact watching them fly off the shelves on sale can’t help but break their hearts, just a little.
As the cost of living continues to rise, sales and discounts have never been more important. Canadian Tire gets that, which is why it puts over 1000 items on sale across every category, every week. The problem? Not enough Canadians associate the store with great deals. So we set out to remind them just how incredible Canadian Tire’s weekly sales are.
In an advertising landscape saturated with value campaigns, we needed to do something distinctive. And we had an ace up our sleeve. Those products the staff love so much? Canadians love them too. So when they go on sale, people want to buy them. Quickly.
To put Canadian Tire’s sale products on the pedestal they deserve, we created a spot that not only showcased the quality and breadth of the range, but also used humour to win hearts and minds.
Our ‘Letting Go’ campaign makes Canadian Tire employees the heroes, showing how much they care about the sale products and how seeing them snapped up by happy customers can be, well… emotional.
Set to the classic Chicago power ballad If You Leave Me Now, it’s a bittersweet tale capturing Canadian Tire staff as they wrestle with the knowledge that one of their beloved babies is now on sale, and will soon be off to pastures new.
“With so many brands talking to Canadians about sales, deals and discounts, we knew we needed to stand out. We love how this campaign is so much more than a functional push at sales; instead showcasing the breadth, quality and incredible prices you can get at Canadian Tire in a story you can’t help but smile at.” – Vini Dalvi. Chief Creative Officer Publicis