With the Rio 2016 Olympic and Paralympic Games only weeks away, retailer Canadian Tire is preparing its support for the games and Team Canada. Today the brand is launching a new ad spot which is a continuation of Canadian Tire’s ‘We All Play for Canada’ brand platform, Pedestal is the anchor spot for the entire Rio 2016 Olympic and Paralympic Games marketing campaign.
With the goal to help celebrate Canadian values like sportsmanship and selflessness. The core idea is that when the best of us steps up, the nation stands a little taller. During the Opening Ceremonies of the Rio 2016 Olympic and Paralympic Games , a :60 version of the ad will be debuted to the world.
In addition, Canadian Tire’s Olympic strategy also includes:
- Icon that was created by Canadian Tire Partner Athletes using equipment from their respective sports that will be integrated across the entire campaign
- Sponsored segments within CBC and Radio-Canada’s coverage of the Rio 2016 Olympic Games focusing on moments that exemplify Canadian values, called “#StepUpStandTall Moments”
- Integration in Canada Olympic House