Canadian Tire is ending its long-running advertising campaign featuring the man we love to hate, the Canadian Tire Guy. This was deemed front page news by the Globe And Mail.
Here's the beginning of the story by television critic John Doyle.
The most irritating Canadian goes off airWe were once hanging out with new Canadian friends James and Lori, and somehow the subject of the Canadian Tire Guy came up. Allan and I immediately started complaining: "Oh man, that guy is so annoying, he is so irritating, I can't stand him...". At which point James said (I'm paraphrasing here), "You've been here a few months and you already hate the Canadian Tire Guy. You're gonna fit right in."
He represented so much to so many people. He was the utterly unacceptable face of the mild-mannered Canadian male. He was a stalwart symbol of the neutered, new male. He was everybody's idea of the irritating neighbour. He was the smiling, smug, know-it-all guy with the cool tools and the always-working, automatic garage-door opener.
He was no Joe Canada, of I Am Canadian fame, that's for sure. He looked like he'd never had a brewski or even worn a tuque. His flannel work shirt was always way too clean. His Canada was limited to Canadian Tire. He was the Canadian Tire Guy.
Now he is no more. Yesterday, it was announced that Canadian Tire would launch a new advertising campaign with a new advertising agency. The Canadian Tire Guy (played by actor Ted Simonett) and Mrs. Canadian Tire Guy (played by Gloria Slade) will not be part of it. It is truly the end of an era.
Like Don Cherry or the health-care system, the Canadian Tire Guy was a subject on which every Canadian had an opinion.
For more on the Canadian Tire Guy, it's fun to Google his name and read other people's loathing.