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RANT: Really Tim Hortons - that's just wrong!

Posted Sep 4th, 2018 in Branding, Blogs

RANT: Really Tim Hortons - that's just wrong!

As Canadians, we love our Tim Hortons and many love the drive-through even more - but promoting distracted driving with a new driver - really? 


For a month or so now, I have been seeing this commercial on TV for Tim Hortons. While the story is cute and I'm sure we've all been there, it irks me that Tim Hortons created a commercial that promotes distracted driving. 

Yes, as Canadians we love our Timmy's. And we love the convenience of the drive-through.  

The first time I saw this particular commercial, I thought it was funny that this young driver was so far away from the drive-through window. I'm sure we've all done it at one time or another..

What got me was the commercial makes a point of saying this young lad is a 'new driver' and didn't judge the distance between the car and the drive through window properly. They then show the Tim Hortons' employee stretching to hand this 'new driver' his Oreo Ice Cap. And then... 

THIS NEW DRIVER, DRIVES AWAY WITH THE OREO ICE CAP IN HIS HAND.. 

Distracted Driving! 

As a new driver, it is difficult to stay focused, let alone driving the vehicle one handed while sipping on an Ice Cap.  

The news has been filled with articles on the police clamping down on 'distracted driving' bringing in new fines of up to $50,000 and even jail time... Distracted driving isn't just texting or talking on the phone, it's also eating, drinking etc. -- anything that takes your focus off the road in front of you and operating your vehicle safely. 

Whatever happened to 2 hands on the steering wheel? 

Yes, I'm just as guilty of having a bottle of water or coffee in the car as the next person, but to make a national TV commercial clearly stating a young driver can't manipulate the drive through properly, then drives away with the drink in his hand -- WOW! The commercial shows the young driver putting one hand on the steering wheel while holding the drink - the next seen is the car driving away. It doesn't actually show the young driver still holding the drink, but since it is in his left hand with his right hand on the steering wheel -- well, I'm sure you can figure it out! 

I'm just a little marketing company, far be it from me to think I haven't made a mistake in promoting a brand. But to me -- this is a biggy! I believe the commercial should be pulled from airing in the future. We have enough distracted drivers on the road without calling attention to the mistakes young drivers make... 

Just in case you haven't seen the commercial - here it is: 


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