How Do You Test a Truly Canadian Battery? In a Truck Made of Ice

Doesn't get much cooler than this

This is the coolest promotion we've seen in a while. Ice cold, in fact.

To prove that Canadian Tire's MotoMaster Eliminator Battery would start under any conditions, the company and agency Taxi decided to freeze the battery to -40 degrees and then, most impressively, install it in a custom truck built almost entirely out of ice.

That's right, they built an actual truck out of 15,000 pounds of ice. They then drove the ice truck for 1.5 kilometers. Read below for several more incredible videos from the project, including behind-the-scenes footage, a recap of its brief drive and a hypnotic time-lapse of the whole thing melting.


Client: Canadian Tire
Project: MotoMaster Eliminator | Ice Truck
Senior Vice President, Marketing: T.J. Flood
Vice President, Marketing: Susan O’Brien
Assistant Vice President, Marketing: Andrew Barrett
Marketing Manager: Chris Lee
Associate Marketing Manager: Natalia Paruzel-Gibson

Creative Agency | Commercial
Taxi Canada
Executive Creative Director: Darren Clarke
Creative Director: Irfan Khan
Senior Art Director: Colin Brown
Copywriter: Rene Bhavnani
Art Director: Michael Siegers
Head of Production: Cynthia Heyd
Senior Producer: Sarah Moen
Account Team: Lesley Rivard, Trevor Byrne, Michael Strasser, Rebecca Hazell

Behind-the-Scenes Documentary
Director: Nadia Tan
Executive Director: Ian Buck
Associate Producer: Samantha Hall
Cinematographer: Colin Akoon
Camera Assistant: Howard Shefman
Music: Dan Griffin
Editor: Chris Murphy
Assistant Editor: Michael Barker
Postproduction Facility: Relish
Postproduction, Executive Producer: Sally Leggett
Location, Post Sound Facility: Toronto Sound
Colour Correction Facility: Notch
Color Correction: Jason Zukowksi
Colour Correction, Executive Producer: Wendy Linton

Melt Video
Cinematographer, Editor: Ryan Emond
Grip 1: Daniel Baldwin
Grip 2: Kenneth Vinyaratn

Mini World Record
Editing: Happy Creations