Canadian Tire Skate Story for Days Like Today

Canadian Tire has added a new 2:30 commercial to the “Days Like Today” campaign, a short film celebrating the joy of ice skating. A young boy and his father get up early in the morning to head off to Rotary Park in Orangeville, Ontario and try out the newly purchased skating gear. The boy goes through his paces, shooting goals, clearly demonstrating his hockey skills. Finally it’s Dad’s turn to take to the ice, with the help of his son. “Every minute goes so fast, if I could I’d make it last”. Canadian Tire is inviting customers to upload their stories online.

Canadian Tire Skate Story

Click on the image below to play the Skate Story video.

Click on the image below to play the Value video.

Click on the image below to play the For Days Like Today video.


The Days Like Today campaign was developed at Taxi, by executive creative director Steve Mykolyn, creative director Ron Smrczek, art director Mark Scott, copywriter Daniel Bonder, account director Caleb Goodman, account manager Cheryl McKenzie, executive broadcast director Cynthia Heyd and agency producer Alina Prussky.

Filming for Days Like Today was shot by director Arni Thor Jonsson via Code Film, Toronto, with producer Denny Kennedy, executive producer Thomas Rickert, production designer Jeremy MacFarlane and director of photography Martin Hill.

Editor was Chris Van Dyke at School Editing with assistant editor Kyle McNair. Compositor/online editor was Rodney Dowd. Special effects and animation were produced at Crush., Toronto. Colorist was Billy. Audio post production was done at Human Worldwide, with music producer and sound designer Dan Pritkin.