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Canadian Tire couple gets the hook

Chris

Well-Known TRIBEr
Canadian Tire couple gets the hook
KEITH MCARTHUR

Globe and Mail Update

The Canadian Tire couple is no more.

When the retailer unveiled its new spring ad campaign Thursday, the bearded handyman Ted and his wife Gloria were nowhere to be seen.

The famous pitch-couple had been showing off innovative products for the hardware chain for almost a decade. Loved by some and hated by many, the couple had transcended advertising into the realm of pop culture, where they were parodied by the likes of Royal Canadian Air Farce and This Hour has 22 Minutes.

Tracy Fellows, a vice president of advertising at Canadian Tire Corp., said the couple's “demo-mercials” were effective, but internal research showed that they were starting to wear on consumers by late last year.

“Though those demo-mercials were extremely successful for us over the last eight years, it was time for us to move on and try to build more of an integrated program between the brand spots and the product spots working closer together,” Ms. Fellows said.

The new Canadian Tire campaign will make its debut during Saturday's Hockey Night in Canada Broadcast.

One spot features a couple covetously eyeing their neighbours' backyard. As they imagine the things they could do with their own yard, Canadian tire signs appear in different parts of the yard, indicating the aisle numbers where different products can be found.

Other ads will continue to highlight specific products, but in a more humorous, less earnest way than the Canadian Tire couple spots.

“We've injected a little more wit, a little personality, a little charm — something that we felt was missing,” said Lance Martin, associate creative director at Taxi Advertising and Design.

The new ads mark the first Canadian Tire campaign for Taxi, which replaced Doner Canada as the retailer's agency last year.
 
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octo

TRIBE Member
i've barely gone to crappy tire the past few years and i have a feeling it's cause those ads pissed me off so much
 
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terrawrist III

TRIBE Member
I want to see the canadian tire dick get killed creatively by ALL of the products he's been pushing in the last year...all to 80's musical accompaniment
 
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billy

TRIBE Member
someone posted here a short while back with a link to the most hated canadian figures. i believe at the time, the canadian tire guy was number one on the hitlist.
 

Fillmore

TRIBE Member
Apparently all our friends think my girl and I would be a perfect couple for replacing them. I know im down.
 
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Thumpr

TRIBE Member
i understand that their absence will be explained away in a new ad by going to a mexican resort and never coming back.
 

Ditto Much

TRIBE Member
The format of the commercials weren't bad 'demomercial' but the couple didn't need to be used. They didn't have to make this into fictious casual neighbors talking man wife couple thing. The idea was right but the casting and fiction were completely un-necessary. Having legitimate home renovations people showing the tools in use would have been much more effective to me.
 

Boss Hog

TRIBE Member
Fillmore said:
Apparently all our friends think my girl and I would be a perfect couple for replacing them. I know im down.

Once the lights are out, the snakelight can do so much more than a conventional flashlight...
 
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