Forget sweaters. Ugly masks are the must-have item for 2020

Ugly sweaters are so 2019, right? Instead, Mark’s and its agency partner Taxi Toronto have created the perfect 2020 fashion statement: ugly masks.

The masks reflect the realities of 2020, from messages like “Home is where the bubble is” (accompanied by an image of a suburban house inside a snow globe) to Santa holding two bottles of hand sanitizer (dubbed Santatizer) to safety messaging like “Stay three elves apart.”

“This is one of those ideas that felt perfect for the season,” said Eva Salem, vice-president of marketing for Mark’s parent Canadian Tire Corporation. “Masks have become such a big part of our everyday lives that to be able to create ugly Christmas masks and bring some of the joy of the season to life in a way that supports people who are looking out for their families, neighbours, and communities felt like a great fit for the brand.”

Taxi CD Frank Macera said that the masks combine all of the elements of a great creative idea: fun, timeliness, insightfulness and cultural relevance. “The fact that it also acts as a safety message and supports people who are looking out for the safety of others is even better,” he said. “It’s a really fun idea during a season that should be fun and at a time when people could use a bit of a laugh.”

Mark’s will be showcasing the masks on its Instagram and Facebook feeds, and will send mask sets to some of the people who engage with the posts between Dec. 1 and Dec. 7.

Chris Powell