Saturday, March 15, 2008

Canadian signs...

Due to my schooling in Marketing, I am always paying attention to ad campaigns and other promotional items. One that really caught my eye over the past few years is the Canadian Tire advertising campaign.
The Canadian Tire Guy (Ted Simonett) was the common face on CT ads before the change was made in 2005. The company hired a new ad agency who felt that Simonett was no longer effective due to parodies showing up on This Hour Has 22 Minutes and the Royal Canadian Air Farce. Due to the parodies being quite successful I feel CT missed out an on opportunity to take the humour and use it to their advantage. They used him to explain and demonstrate certain products in a home environment, with his on screen wife Gloria. The ads worked well at reaching a mid-life target market but the growing market of 20 to 30 year-olds who were still not married and settled down helped justify the switch. Many rumors circle Simonett's disappearance from the ads, no one seems to have the full story.

The new ads are a series of situations, with a twist of humor, that results in the sign above the isle in the stores coming down on the situation. The series was well done and gets to the point. Some extremely funny and some so true that it's sad and funny at the same time.

I was unable to embed this one. Closet Solutions

There are many more ads made and hopefully more on the way. Good change...

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