Text by James Bow, pictures by Richard Hooles, except where noted.
Throughout the summer of 2000, two TTC streetcars trundled through Toronto's streets, advertising coffee. Although vinyl wrapped buses have been an accepted fact on the TTC for the past decade, applying this same wrap to streetcars was something that hadn't been tried before. To the chagrin of those who dislike rolling advertisements, Starbucks rented an ALRV and a CLRV for this project.
The experiment appears to be going well. The wrapped streetcars are attracting considerable attention, and the prospect for further advertisements should put more money in the TTC's pockets. Advertisers probably won't stop with streetcars, either. Wrapping experiments have also been attempted on Union Station, and could occur elsewhere on TTC property.
 |
Here, we see the starboard side of CLRV 4134 displaying the starbucks wrap. |
 |
4134 crosses the Queen Street bridge over the Don River. Photo by Rob Hutch. |
 |
Here, we see the driver's side of 4134, as it rests in a carhouse. |
 |
Here, ALRV 4251 provides extra long ad space while running in service along Queen Street. |
 |
The starboard side of ALRV 4251. |
 |
Once the Starbucks campaign was completed, 4134 was rewrapped in white for a local radio station. It is seen here at Roncesvalles. Photo by James Bow. |
 |
Here is the CHUM FM wrap on 4134 as it moves through Chinatown. Photo by Rob Hutch. |
 |
CLRV 4134 moves in its CHUM FM wrap through the Dundas/Spadina intersection. Photo by Rob Hutch. |
 |
CLRV 4052 operates in Dundas service sporting a nice Guinness wrap. Photo by John F. Bromley. |
 |
CLRV 4134 pulls out of Dundas West station in a CHUM wrap. Photo by John F. Bromley. |
 |
CLRV 4149 turns onto Dundas Street from Edna wrapped in a Guinness ad. Photo by John F. Bromley. |
 |
In the summer of 2002, to promote the third Austin Powers movie, Goldmember, ALRV 4213 was wrapped in blue, with big pictures of Michael Myers on the side. Mike Vainchtein caught the streetcar at Bathurst Station on August 1, 2002. |
 |
Rear shot of ALRV 4213. |
 |
A very blue ALRV 4213 leaves Bathurst station. |
