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

Maple Leaf Foods launches ‘Songs in the Key of Wiener’

Facebook campaign for Larsen Wieners pays homage to the “As Seen On TV” era

Mattel and Walmart open virtual store in Pearson Airport

The brand and retailer are targeting busy travellers this holiday season

Nissan hopes to score with final leg of CFL program

“Back in the Game” sending high school football teams and media to Grey Cup

Mark’s pops up in Vancouver with football competition

CFL partner will test fans’ skills ahead of Grey Cup championship this month

UPDATED: Reitmans shutting down 107 Smart Set stores

Company to convert 31 stores to operate under other fashion brands

Home Depot faces dozens of lawsuits over data breach

Litigation may distract management and affect how the retailer runs its business

Aimia takes a data-dive for Canadian charities

Employees donate data analysis skills to not-for-profits in 24-hour event

Simons readies for major Canadian expansion

Montreal retailer announces plans to open stores in B.C., Alberta and Ontario into 2017

Brands gain momentum with multi-screen program

SPONSORED: How to tell impactful stories through video and across multiple platforms