Canadian Tire Proves Winter Games Success Starts Locally

Ahead of the 2026 Milan-Cortina Winter Games, Canadian Tire has launched a new campaign designed to rally national unity and pride. An extension of the brand’s longstanding commitment as a Premier National Partner of Team Canada, as well as its ‘We All Play for Canada’ platform, the work, created by Publicis Canada, highlights the notion that everyday life across the country often reflects the same qualities that feel inherently Olympian.

Centred around a series of vignettes, the hero 30-second film depicts Canadians conquering winter in a fashion that mirrors top athletes, and the celebration that comes with successfully pushing limits. Overlaid with sports commentary-style narration, according to Publicis Canada’s chief creative officer, Vini Dalvi, the goal was to prove that national triumph doesn’t start overseas, but in Canada itself.

“From wrestling cars out of snowdrifts, to staying upright on icy sidewalks, Canadians tackle winter like a team in training – and it turns out these small-scale heroics are perfect preparation for the Winter Games,” he says. “By comparing Canadians’ unique winter skills and tireless team spirit with Team Canada performances on the snow and ice, this campaign proves that glory at the Games starts right in our own backyards.”


Rolling out across TV, streaming, and digital, the campaign is intended to embrace the power of humour and relatability, speaking directly to an audience intimately aware of what the year’s coldest, snowiest season feels like.

Additionally, through a special CBC partnership, a presence at Fan Fest and Canadian Paralympic House activations, store-level support, and social elements featuring content creators paired with Team Canada athletes like Carey Price, Marie-Philip Poulin, and Dominic Cozzolino, the work is designed to bring viewers and fans closer to the Games than ever before.

“As Canada’s store, Canadian Tire is proud to be part of Canadians’ lives every day, and we believe in making life in Canada better,” concludes Irene Daley, vice president, strategic marketing at Canadian Tire. “This campaign proves that the qualities that help us Canadians navigate winter – grit, teamwork, and resilience – are mirrored in our athletes on the world stage.”