Canadian Tire’s private automotive brand Motomaster hit the streets with the kinds of trucks it tries to help its consumers steer clear of.

Flatbed tow trucks hauled vans fully wrapped with a message about avoiding this fate if they choose Motomaster.

The flatbed trucks travelled across major highways, residential streets, high traffic areas and Canadian Tire parking lots in Toronto and Montreal.

“Basically the world is our playground, and smart ad-placements can be found everywhere. We gave ourselves permission to be playful with OOH to capture consumer attention,” says Samar Majali, director strategy at Touché!, one of the agencies behind the new campaign.

Leo Burnett and Eat it Up Media were also partners in the campaign, which was further supported by a multi-channel approach inclusive of video, display and search.