SBD/Morning Buzz

Sidney Crosby Stars In New Spot To Launch Tim Hortons Campaign

Tim Hortons today will break a new ad campaign with a spot starring Penguins C Sidney Crosby, with whom the restaurant chain has a multiyear endorsement deal. The ad is set to "rousing and upbeat" music and shows Crosby taking the ice, accompanied by a "horde of hockey lovers." Tim Hortons Senior Dir of Marketing & National Programs Rob Forbes said, "The whole relationship with hockey and how we've advertised it is really evolving." JWT Canada Chief Creative & Integration Officer Brent Choi said in creating the ad, his firm wanted to be "less quiet in asserting that hockey is something all Canadians own" (GLOBE & MAIL, 1/3). 
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