When the party is over, not to worry Canadian Tire and Mastercraft are there for the clean up. The "After Party" is TAXI's latest work for the retailer.
Philosophy
Canadian Tire is introducing its newly reinvented line of 20-volt Mastercraft power tools with the latest campaign in its “Tested for Life in Canada” series, which focuses on products that make Canadians’ lives easier.
Problem
With creative by Taxi and media by Touché! PHD, the campaign targets home owners aged 24 to 65 with a heavy male skew. The 30-second spots feature Canadian Tire spokesperson Paul who uses the new Mastercraft tools to help a teenager fix up his home following a party that got out of control. It relies primarily on a TV buy, with a 50/50 conventional/specialty split and 60% of its spend during primetime, on channels such as CTV, CBC, Comedy, TSN and RDS.