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.

Related
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.

Brands Articles

How to offer a better in-store experience (Column)

Curation, media planning and disruptive design drive loyalty, product engagement

Target speeds up Canadian exit

Retailer plans to wind up stores by mid April

Why marketers should push forward, not pull back

In today's economy, slashing ad budgets can mean lost sales and lost opportunities

Simons selects Cossette as agency partner for expansion

Agency to help Quebec retailer build brand awareness outside its home province

Future Shop stores closing, some converting to Best Buys

Closure will result in the loss of 500 full-time and 1,000 part-time jobs

CMOs want the ‘brand’ back in branded content

At IAB Engage, marketers for Molson, Kraft, Cara Foods talk branded content strategy

Airbnb signs deal to sponsor 2016 Rio Olympic Games

Online community is the Games' first alternative accommodations sponsor

Grey Canada gets a shot at Tequila Herradura

Brown-Forman brand awards digital CRM and below-the-line duties to WPP shop