Watch This: A better kind of icy drive (Canadian Tire)

Ice is the bane of winter driving, but it’s being used creatively for the latest leg of Canadian Tire‘s “Tested For Life in Canada” campaign. To test a battery’s winter credentials (and make a run at a world record), the home retailer has built a truck made mostly of ice. The truck is featured in […]

Ice is the bane of winter driving, but it’s being used creatively for the latest leg of Canadian Tire‘s “Tested For Life in Canada” campaign. To test a battery’s winter credentials (and make a run at a world record), the home retailer has built a truck made mostly of ice.

The truck is featured in a spot demonstrating the Motomaster Eliminator battery’s ability to start in cold weather. The ad will debut Jan. 1 during the NHL’s 2014 Winter Classic (alongside a making-of online film), but the minute-long spot can be viewed now on the company’s website.

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Marketer Shortlist 2013: Canadian Tire Corporation

Aside from the engine, wheels and a few other key components, the truck was made entirely of ice by the Ontario-based Iceculture. To build some awareness for the vehicle and its campaign, it was taken on a brief, slow test drive from Iceculture’s facility around the town of Hensall – a feat Canadian Tire said was a bid for a world record.

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