Canadian Tire ends 100th anniversary in the metaverse

After spending the year celebrating its 100th birthday, Canadian Tire closed out 2022 with new advertising that looks forward to the next 100 years, a birthday message from Ryan Reynolds, and a VR Christmas tree.

After starting the year with a nostalgic spot about some of the brand’s iconic TV advertising, the year-end spot from Leo Burnett, “Stronger Together,” reflects on CT’s history, while reinforcing the values it shares with Canadians, and how it wants to help in the day-to-day lives for years to come.

“We’re here to make life in Canada better,” says the narrator, as Canadian Tire logos appear on the screen along with the closing message: “Here’s to the next 100.”

The iconic retailer ran a number of campaigns this year, including a TV spot focusing on community, inclusivity and sustainability that was soundtracked by a children’s choir cover of The Tragically Hip song “Ahead By a Century.” There were activations, contests, a TikTok giveaway, and a concert for corporate employees that included appearances by Michael Bublé and Jann Arden.

Two weeks ago, Ryan Reynolds posted a birthday shout-out to the brand on his Instagram, noting that Canadian Tire evoked fond memories of his childhood and his father. “Not to mention they have stepped up for health care workers across Canada time and time again.”

Fnally, Canadian Tire closed out its centenary year with a very future-focused metaverse activation: a VR tree decorator and the chance to win an NFT. The VR experience lets users design, decorate, and purchase their tree digitally, using a computer, phone or Meta Quest headset. The VR tree decorator was designed by Windsor-based Red Piston Inc., while Leo Burnett created an 80-second spot to promote the activation.

David Brown