Canadian Tire has introduced new wrapping paper just in time for the holidays, but there’s a sneaky catch—the paper appears to be pre-torn.
Note: "appears to be," as in not actually ripped up. The “Under Wraps'' paper is covered in holiday patterns with strategically placed “rip” designs that make it look like it’s been torn apart and taped back together.
Note: "appears to be," as in not actually ripped up. The “Under Wraps'' paper is covered in holiday patterns with strategically placed “rip” designs that make it look like it’s been torn apart and taped back together.
The idea behind the paper—developed with the brand's AOR Publicis—is that by appearing pre-ripped, people can actually rip into the gifts to take an early peek, defying the tradition of waiting until Christmas morning like a good girl or boy.
The 60-second campaign video kicks off with footage of young rebels from familiar holiday movies like Home Alone, while a narrator says “Rules are meant to be broken. And the holiday season brings the biggest rule of all… You never, never, unwrap your gifts ahead of time. But the temptation is real.”
As the video transitions to graphics of the paper, and IRL footage of a child ripping it open, the narrator calls "Under Wraps" “the only gift wrap that won’t snitch,” and “A new holiday tradition for the rulebreaker in all of us.”
“As a kid, the wait for Christmas seemed endless, but the fear of getting caught snooping was a strong deterrent,” said Publicis Montréal’s creative director, Mélissa Charland, in a release. “Wrapping gifts with this paper gives loved ones the chance to satisfy their curiosity without leaving a trace.”
There’s added incentive to buy the paper because Canadian Tire is donating all proceeds to the Jumpstart Foundation, which ensures kids in need have equal access to sports and physical activity.
“Under wraps” wrapping paper is available now at all Canadian Tire stores across Quebec. The brand’s Quebec marketing and merchandising manager, Patrice Racette, calls it “holiday cheer with a touch of playful mischief!”
[videopress Jg17yq0t]
