Branded Video Featured on Marketingmag.ca

Marketing Magazine featured a back-to-school video for Canadian Tire, filmed by Josh Usheroff (Black Box Productions) in Montreal and Dave Dvir in Toronto. The concept and production came from Notch Video. Black Box handled the edit and delivery.

Canadian Tire's video asks how parents are feeling as their kids embark on a new stage of life. Instead of students, the retailer chose to talk to moms and dads with children headed to elementary school, high school, and university — capturing the bittersweet emotions of back-to-school transitions with honesty and warmth.

Knowing how much time moms spend on Facebook (33 minutes a day, according to Canadian Tire), this is where the brand focused its promo efforts for the video. Within 24 hours of posting, the video received over 150 shares and 1,200 likes — strong organic performance for a brand content piece of this kind.

Campaign Context

The video launch coincided with the roll-out of Canadian Tire's "Moving Back to School" campaign, running across flyer, digital, and on-campus banners. The content strategy was built on reaching parents emotionally rather than selling products directly — a sophisticated approach to brand video that demonstrates how storytelling and commerce can work together without one diminishing the other.

Being featured in Marketing Magazine was recognition that the piece worked — not just as a video, but as a piece of strategic branded content. It told a story people wanted to share, and it did so in a way that aligned naturally with the Canadian Tire brand's promise.