Behind Tim Hortons’ Non-Traditional Holiday Story

At a time of year when many brands are dominating TV and radio waves with blatant encouragement for consumer expenditures, it’s easy to forget what the holidays are actually meant to be about. Sure, seasonal shopping is fun – and gifts certainly aren’t free – but what is and always has been more important than materialistic pastimes is spreading love and care, connecting with those closest to you, and, to quote the one and only ‘Jingle Bells’, “making spirits bright.”

This is exactly what iconic Canadian restaurant chain, Tim Hortons, alongside partner creative agency GUT Toronto, reminded audiences of this year with their latest campaign. Centred around themes of compassion, caring and kindness, the work tells the story of a man named Frank and his medical recovery –  a journey aided by the support and encouragement of one of the nurses. 

According to GUT Toronto chief creative officer Max Geraldo, the decision to base the story at a hospital was not something taken lightly. “We wanted this spot to show how a little bit of kindness can go a long way,” he explains. “So, as always, we started with the search for a relatable and true insight. The script feels authentic because it is a gesture of true care which could easily be a true story.”

Building on this, Tim Hortons’ senior director of marketing communications, Solange Bernard, adds that this is exactly what the brand considers to be a ‘Tims truth’ – something that every Canadian either has experienced, or very easily could imagine experiencing.

“It’s very hard to find a hospital in Canada that doesn’t have a Tims nearby,” she says. “We often hear stories from guests who have shared personal experiences of being in hospital during moments of joy or hardships who found the warmth of a Tims comforting, and so the backdrop of a hospital was fitting and something we felt was authentic and relatable for the brand.”

Of course, a good story doesn’t land without meticulous technical execution. And to this end, both teams – alongside several partners – worked extremely hard to make sure the message came through loud and clear. 

The first step involved getting a good production crew on board. While there were several options, it would ultimately be OPC’s director duo Jon + Torey who’d land the job. 

“Jon + Torey’s impressive body of work immediately stood out,” Max notes, reflecting on this decision. “They both had a strong understanding of the brand, especially after helping us create some of Tims’ best work in the past.”

This proved to be a strong decision. Not only would the pair effectively capture the ambiance of the hospital while subtly incorporating a seasonally-relevant aesthetic, but they played a pivotal role in bringing out strong performances from the actors to boot. Building upon what Max describes as the “non-negotiable” chemistry between the cast members, it was the directors’ influence which helped everything from the resolve required to recover to the emotion and warmth of the final scene shine through.

Of course, none of this would have mattered without the inclusion of great editing, colour work and sound production, for which Nimiopere, The Vanity and Grayson Music were involved respectively. This latter element was especially important, stresses Max, as it not only set the tone for the work, but played a crucial role in deciding the piece’s ability to draw attention. 

“In a season filled with holiday music, we wanted to stand out,” he continues. “That’s why we didn’t want a track that felt overly ‘holiday-inspired’. While the story takes place during the holidays, it’s not necessarily a holiday story, per se.”

 

It’s also for this reason that Solange and the team at Tim Hortons wanted to avoid aggressive product placement throughout the spot. While viewers will recognise that ‘Timbits’ do play a fundamental role in the plot, the decision to ultimately emphasise a holiday story of patience, recovery, and giving sends a far more powerful message than just ‘buy from the brand’. 

“Kindness, community connection and generosity are core to the values of Tims – it’s what we stand for – so using these themes year-round is authentic and genuine for the brand,” Solange says. “However, treating this as the cornerstone of our holiday brand message felt especially appropriate, and we’re very proud to help spread the powerful message of care.”

Thus far, it seems this strategy was a winning one for both agency and brand. The director of marketing communications notes that responses since the campaign released last week have been extremely positive, with people especially enjoying the emotional storytelling and the decision to emphasise care as the greatest gift of all.

As such, she adds that it seems likely the brand will continue to build off the concept and evolve the execution in the year to come. “There are so many wonderful stories to share that can’t be told without a Tims at the centre of it,” she states. “But right now, we’re just thrilled the spot is inspiring Canadians to think about spreading some kindness this holiday season.”