IntroductionIn Canadian culture, there are many ingrained beliefs and values ​​that provide a national identity. Tim Hortons is no different, having built a brand that coincides with these values ​​of honesty, thoughtfulness and acceptance of others. Canadians view Tim Hortons as a must-have Canadian brand and a must-have convenience product. The commercial which demonstrates an aspect of Canadian values ​​and Tim Hortons was broadcast on the morning of January 15, 2011 on The Sports Network (TSN). “A Coffee of Our Own” presents a true immigration story that begins with a lonely man and inevitably leads to him greeting the rest of his family at the airport with winter clothes and Tim Hortons coffee, which are essential to Canadian life. The Tim Hortons brand builds relationships and retains consumers through institutional advertising.OverviewThe ad begins by showing a man, in his apartment, talking to his wife on the phone. From the decoration of the apartment, it is clear that the man was preparing to welcome children. On the phone, the man exchanges “I miss you, I love you, see you tomorrow” with his wife. The audience instantly sympathizes with the man, without any use of branding or product placement. Following the conversation with his wife, the man is seen in a clothing store, purchasing winter jackets for what can be assumed to be his family. The man places all the winter clothes in bags and is then seen at the airport, waiting for his family to arrive. Before their arrival, the man passes a Tim Hortons and buys 2 coffees. It's the first time, after 40 seconds, that we notice the mark. The subtlety of man's interaction with Tim H...... middle of paper ...... which represents only one segment of the market, this advertisement can be understood and interpreted in all segments of the walk. The ad's brief description, "...moments that bring us all together, like a Tim Hortons coffee, a coffee of our own" (Tim Hortons, 2011), reassures the audience that they are part of both of Canadian culture and that of Tim Hortons. which Tim Hortons believes will forever be inextricably linked.ReferencesTim Hortons. (2011). About Us. Retrieved March 19, 2011 from Tim Hortons: http://www.timhortons.com/ca/en/about/faq.htmlTim Hortons. (2011). Tim's TV. Retrieved March 19, 2011 from Tim Hortons: http://www.timhortons.com/ca/en/tools/a-coffee-all-our-own.html William, P., Jerome, M., Lindsay, M. and Ricker, L. (2007). Grassroots Marketing: A Comprehensive Managerial Approach (12th ed.). Toronto, Ontario, Canada: McGraw-Hill Ryerson.