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Leo Burnett Canada and Canadian Tire’s MotoMaster Launch a Platform That Any Driver Can Relate To



Campaign juxtaposes the agony Canadians face when vehicles sputter, spin, and smoke when we need them the most

Leo Burnett Canada and Canadian Tire’s MotoMaster Launch a Platform That Any Driver Can Relate To

For many Canadians, the time spent in our vehicles is greater than the distance travelled – it’s a place of respite, a place to reset & recharge, a haven from the outside world, a security blanket for adult life. Vehicles allow us to be self-sufficient, but more importantly, when running properly they allow Canadians to keep promises and be there for others. 

Canadian Tire’s MotoMaster has been helping Canadians deliver those promises for generations by producing high-quality, durable, dependable parts so we can be confident in our vehicles when we need them most. They’re the unspoken hero that get us to work every day, allow us to lend a helping hand, and get us to the championship game – never asking for a platform, podium, or campaign.

That’s about to change.

MotoMaster has just launched a clever, new campaign platform that juxtaposes the agony Canadians face when vehicles sputter, spin, and smoke when we need them the most – a situation the MotoMaster faithful don’t worry about with their unbeatable warranty across 1,000+ proven quality products. The idea’s straightforward – when there’s a lot riding on you, ride with MotoMaster.

“We love how smart, sticky, and simple this platform is. We know how important reliable vehicles are to Canadians, and unfortunately, it’s in the moments they break down that we wish we bought the better part. That insight stood out to us and allowed us to build a platform that approached the category in a different, meaningful way,” says Jonathan Anderson, Associate Vice President, Strategic Marketing at Canadian Tire Corporation.

Balancing precarious scenarios with unexpected wit, the work comes to life in vignettes that showcase breakdowns in big moments, situations many of us can recount starting with “You’ll never believe what happened…” Missing the championship game, leaving a friend in the rain on moving day, or not making it to work on time – all concluding with “If only I went with MotoMaster…” 

In addition to retelling these stories on TV, the work shows up in relevant places – billboards on highways near airports, stadiums, and sports facilities. Banner ads on AutoTrader. It even comes to life wrapped around a broken-down van on the back of a tow truck driving around high traffic areas in big Canadian cities. 

“We wanted to show scenarios where the stakes were high. It pokes at how this kind of stuff happens at the worst possible moments..” says Sam Cerullo, creative director at Leo Burnett. 

“Sometimes, a brief for :15 film can lead to work that lacks humanity and insight. It can become very tactical. In this case, all involved knew insight and storytelling had to be part of creating work that works” adds Steve Persico, Chief Creative Officer at Leo Burnett.

Leo Burnett’s strong partnership with Canadian Tire’s MotoMaster team laid the foundation for the insightful strategy and fresh take that every driver can relate to. The campaign will run nationally with three spots across TV and digital channels, social, as well as contextual OOH and ambient. Media was led by Touche, as well as Eat It Up Media. The work will be in market until the end of November.

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Genres: Comedy

Categories: Automotive, Tyres and vehicle utilities

Leo Burnett Toronto, Thu, 03 Nov 2022 09:44:50 GMT