Innovation

Must-See Marketing: Canadian Tire wants you to “Shovel it Forward”

Plus, Cartier and Interflora get romantic for Valentine’s Day

A weekly digest of the most important stories and ideas in advertising and media, from our colleagues at Marketing.

This week in Ads You Must See:

Other items of note from Marketing:

Canadian Tire launched a new social campaign that’s encouraging Canadians to lend a helping hand and ‘Shovel it Forward.’ The campaign kicked off in early February with people in seven communities across Canada waking up to a clear driveway and a new shovel on their doorstep. The shovels had the inscription: “A neighbor used me to clear your snow! Do the same for someone else, and leave me with them. See my story and share yours at ShovelItForward.ca.” The campaign is expected to run for four weeks, but Canadian Tire’s vice-president of digital is hoping that it’ll go on longer until the snow is finally gone.

The Canadian Armed Forces is targeting its new campaign towards millennials, hoping that it will attract them to serve. It’s the organization’s first recruitment campaign since 2011 to feature the navy, army and air force together along with special forces members.

In a 60-second cinema and TV spot (which ran during the Super Bowl), Canadian forces are shown doing everything from jumping from a C-130 Hercules aircraft to shouting instructions inside a field hospital and handing out humanitarian supplies.

Meanwhile, a voiceover intones: “We are proud to go where many will not. To defend our values and freedom. To help others at home and abroad. We are trained to protect our country and make the world a safer place. We are the Canadian Armed Forces. That’s our job. And you?”

The campaign, which runs until June, has been in the works for nearly eight months, and was “developed before the killings of Canadian soldiers last fall in Ottawa and St. Jean, Quebec and Canada’s decision to take part in the coalition campaign against ISIS,” writes Marketing’s Danny Kucharsky.

Finally, Visa Canada is hitting the ice with the NHL to promote its fast payment system, payWave. Through a series of YouTube videos, viewers will see players like Minnesota Wild defenseman Ryan Suter and Edmonton Oilers forward Ryan Nugent-Hopkins use the credit card company’s payment system as they go through a skills competition, which is a fun variation to the NHL All-Star Game’s annual skills competition.

Watch the ads here