2023 Winner

With “Tested – Birthday Surprise,” Canadian Tire wanted to convey to audiences how quality products play an important role in how families show they love and care for one another. The television spot, by Publicis, features an Asian couple as they prepare a meal together, welcome her parents to dinner, then gift the parents a baby car seat – announcing her pregnancy. In each scene, the logo of key items pop up near the product, with the word “Tested” above each one. The voiceover speaks to how “family recipes aren’t the only things to pass down” as the cookware is shown and “because safety has never been more important” when the car seat is revealed – reminding the viewers of how we all want the best for our loved ones.

Credits

PUBLICIS TORONTO

Creative:
Chief Creative Officer: Joanna Monteiro
Executive Creative Director: Vinicius Dalvi
Group Creative Director: Victor Yves
ACD Copywriter: Steve Muzzin
ACD Art Director: Dan Bennett
ACD Copywriter: Aaron Woolfson

Cultural Consultant: Clifford Belgica

Planners:
Andrea Isbester: Chief Strategy Officer
Rami Dudin: Group Strategy Director
Courtney Mulock: Senior Strategist

Account Services:
VP, Brand Director: Serene Gaspar
Account Director: Sam Weisbarth
Account Director: Fiona Turner
Account Supervisor: Rachel Dickey
Account Executive: Jose Baylon

Agency Producer
David Krol

PRODUCTION HOUSE: UNTITLED FILMS
Director: Phil Brown
DP: John Houtman
Line Producer: Ahnee Boyce
Executive Producer: Lexy Kavluk

POST PRODUCTION VIDEO: THE PUB
Editor: Dylan O’Donnell
Assistant Editor: Marc Ignacio
Post Producer: Sherry Kennedy
Colorist: Adam Kemp
Animator: Tony Ramayon
Online Artist: Greg Dunlop

SOUND PRODUCTION: PIRATE TORONTO
Director: Vanya Drakul
Engineer: Ian Boddy
Producer: Joanne Uyeyama

TOUCHÉ MEDIA