Claiming that a car battery is able to start a car in temperatures as low as -40°C is one thing. Proving that it works by creating (and running) a car made almost entirely out of -40°C ice is another. This winter advertising campaign for Canadian Tire's chill-resistant battery hits the nail on the head in displaying the key property of the product while grabbing attention. "It's really difficult to make a car battery interesting," said chief officer of Canadian Tire's retail unit. "And it's even more difficult to explain to people why new battery technology is important to them." Well buddy, a picture paints a thousand words, and you've done just that.
Canadian Tire enlisted Iceculture, an ice construction company, to complete the project. The ice bodywork weighed a whopping 6,350kg – the equivalent of nine smart cars. As ice is a fairly inflexible material, the truck frame was welded firm to prevent any natural flex. The finished result was a fully working truck with a clear, icy body, lights and a battery that definitely does work!
The Green Room Verdict: The Canadian Tire ice truck succeeded in its mission, and indeed proved the benefits of their battery. The car managed to drive a mile averaging at 20 kph. It's efforts have now been submitted to become a Guinness record as the world's first drivable ice vehicle. The feat is pretty amazing, but what do you do when your ice truck is no longer needed? Record a video of it melting, of course.
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