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An ode to Canadian Tire's bearded guy Also found on the Calgary Herald QI've always enjoyed Canadian Tire. My dad would take me there when I was younger to get random knick-knacks and I still visit to do the same thing today. Sure, their old TV ads were pretty cheesy, (with the perky bearded guy who had everything Canadian Tire had to offer) but I could get past that because I always knew Canadian Tire had something handy up their sleeves for me that would pique my interest enough to purchase. Their "demo-mercials" were effective at the time; but after almost a decade it was obviously time for a change. In October of 2005, Macleans Magazine wrote an article on the Canadian Tire commercial spokes-guy and dissected the 'Ned Flanders" of tools; actor Ted Simonett. They might have dissected him a little too much though - right down to what sort of stud-finder his wife might find in her purse while out with the ladies.  His character was as the irritating neighbor: he had a loving wife who obviously allowed all these ridiculous purchases, a well trained dog, a kid named Bobby, and a perfect suburban house. He also had every single tool and toy that Canadian Tire offered. He was the ideal spokesperson for Canadian Tire. He got under everyone's skin but everyone knew about him. He was that person you wanted to 'one-up' by purchasing the next big thing to their model - but then finding out that he already had it.Canadians from coast to coast both loved and hated him. This actor even had it written in his contract that he was not to do interviews as it would make him into "just an actor" and not just the Canadian Tire guy. Blogs everywhere viciously tormented him and his never ending tool collection. Although he had a fan club with some enduring fans, he also had fans that were not so fond of him. One outlet even went so far as to considering him for "Most Embarrassing Canadian". Love him or hate him, you always knew that Canadian Tire had something witty for you to purchase that would make your life just that much easier when you're pressure washing the driveway (try the Simoniz S2800 Gas Powered Pressure Washer) or when you're trying to de-ice your windshield (try the RainX Windshield Washer Fluid) or even when you just want to staple something (how about the Mastercraft Sure Shot staple gun). After 8 years, Canadian Tire gave the ol' heave-ho to Ted "The Tool Man" Simonett and Doner Canada (their ad agency), and hired TAXI; a very reputable Canadian advertising agency (also responsible for outfits such as WestJet, Mini Canada, Telus and Viagra). Not only have they turned the advertising of Canadian Tire upside down, but they have cut-out the annoying public-service announcement for everything MotoMaster. Now, it's a series of clever ads where the aisle signs fall from the sky and directly onto the centre of the screen to display the different products from Canadian Tire that could help the situation. TAXI hasn't just turned their advertising around for the good, but they have also won some awards for their creative pieces that have turned the mood of Canadians back around to once again enjoying Canadian Tire's products. While Canadians sit back and watch the new ads and ponder their next trip to Canadian Tire, I miss the bearded guy. As he's been clearly kicked out of the new advertising, I wonder where we'll see Ted Simonett next. Sadly, he became the scapegoat for the bad advertising approved by Canadian Tire and developed a sour taste in Canadian's mouths for so many years, although, became an icon during commercial breaks with his 60-second spots. Wikipedia came up with a couple useful tidbits on him but nothing conclusive. Maybe he fell in love with Home Hardware and is somewhere in suburbia irritating his neighbors with his new gadgets from that store. Posted by Bella at 11:10 PM# 3 Comments: Dear Ms Pratt, By Very well written....very impressive By http://www.ctv.ca/servlet/ArticleNews/story/CTVNews/20070130/lonely_bloggers_070130/20070130?hub=TopStories By
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