Around 2012, when when told by other agencies that they didn’t have the budget to get onto TV, Cap-it came to Elton to see what we thought. We proved that a focused plan that utilized appointment viewing in sports could give them the exposure they were looking for across Western Canada.

It’s been a great relationship since, and we’ve become a part of the Cap-it family, providing media strategy, buying, creative and production services across the franchise.

A key to the success of the initial television campaign was being able to fit a lot of information into 15 second ads.  While there was a general perception that Cap-it was a brand of truck cap, our goal was to increase awareness of Cap-it as a physical store that sold more than truck caps. So the ads included shots of the store’s interior & exterior, featured various products and we included a shot of the franchisee store owners. Although time was tight, we included a last component of a bulldog barking “Cap-it” at the ending that served as a memorable exclamation mark for the ads. The bulldog has since become an important component of the  brand and Cap-it even produced their own plushy version of the dog to sell at their stores.

In addition to putting Cap-it on television, Elton ran local Youtube campaigns (starting in the early days of Youtube’s pre-roll advertising), which has been an excellent way for the stores to market themselves locally, especially in some of the smaller markets where we’ve made a few local celebrities.

Elton has helped Cap-it grow their franchise, expand their product offerings and brand awareness, and we look forward to continue helping Cap-it as they continue to grow as a company.


Cap-it Truck Accessories

Project Direction

Matt Elton

Project Date

2012 - Present

Leavitt Machinery has been working with Elton Media on our Television and Youtube campaigns for 5+ years and are very happy with the services we have received to date. We look forward to working with Elton on our future projects.

Marketing Manager, Leavitt

Jennifer Pambrun

The creativity and experience of the team at Elton Media has brought our vision to life through TV commercials, radio ads, Social Media, and most recently through Youtube advertising. Elton Media has helped us shape our marketing strategy and present our services to the public in compelling ways. Elton Media is well connected throughout the industry, which has helped stretch our marketing dollar and expand our reach.

VP of Education at John Volken Academy and PricePro

Gabrielle Steed

Elton Media jumped into action for Vancouver’s first Aboriginal radio station, Journey 1063, providing branding support and collateral development to help us tell our story.

CEO Northern Native Broadcasting-Terrace Approved

Greg Smith

Cap-it Genuine Truckware is a proud supporter of Elton Media. Great team to work with over 5 years.

President of Cap-it

Andrew Funk