The NHL’s top hockey star, Canadian legend Sidney Crosby, takes to center ice with all of Canada behind him in Tim Hortons’ latest spot by JWT Canada. Presently the top video on YouTube in Canada, the ad shows that nothing brings Canadians together and builds up the country’s pride more than a good ol’ hockey game. And Canadian pride is certainly something Tim Hortons is synonymous with.
“Having an authentic commercial was important considering the brand, the topic, and the passion for this sport in our country,” said Brent Choi, chief creative and integration officer at JWT Canada. The spot has already seen major coverage over its first weekend live, including articles on Sports Illustrated, the NHL, The Wall Street Journal, Yahoo Sports and dozens of other outlets.
While the spot’s main story is centered on the game itself, beneath it are multiple layers of Canadian hockey lore that will encourage viewers to watch it over and over again. Choi added, “You may not notice each of the elements individually, but the sum of the parts adds up to something special that you’ll be able to feel.”
A few things to to watch for in the all-Canadian production are real Timbits Hockey players and Tim’s Facebook fans, a local children’s choir, a portrayal of the iconic green men from Vancouver, a nod to Stompin’ Tom Connors’ classic Canadian ballad and, of course, the city of Hamilton itself, a setting with a special meaning. It’s the same city where former NHL player Tim Horton opened his first restaurant 50 years ago.
“Knowing where it all started, there was only one city where we could film this spot,” said Choi.
Watch the spot below:
In addition to the ad itself, the integrated campaign includes a Facebook contest to win ice time with Crosby, as well as the #JumpTheBoards app on Facebook where every share of the spot helps fill Tim Hortons’ virtual arena.
— Check out other great work from JWT Canada.