In 2005, Canadian Tire changed advertising agencies, which led to a gradual phasing out of Simonett's character. In March 2006, he and on-screen wife "Gloria" were let go since the commercials had become the subject of parody, and as such were no longer considered effective. They have been parodied on "Royal Canadian Air Farce", "This Hour Has 22 Minutes", and the "Rick Mercer Report". In many circles, particularly in relation to blog sites, Simonett's character - commonly referred to as the Canadian Tire Guy (TCTG) - has evoked particularly hostile reactions.