To illustrate the reliability of their batteries in extreme conditions, Canadian Tire has enlisted the help of master ice sculptors to build a functioning truck out of ice. The 15,000 lb. drivable PR stunt was a feat of both ice and automotive engineering. Canadian Tire used the now melted truck to (hopefully) garner a Guinness world record and for the filming of a TV spot which, cleverly ran during this year’s NHL Winter Classic. Knowing that for many seeing-is-believing this should be an effective “edutainment” piece. For more info on the build and commercial click here.