When does a house reno become an innovation?

Canadian Tire just bought a house, a real house in a real neighbourhood. They’re renovating it to demonstrate their selection of DIY products. Then they'll flip it to make some money for their Jumpstart charity. A great innovative marketing initiative but what's so innovative about a home renovation?

The word innovation is overused, abused and misused. Not only have they used the word innovation 3 times in this one poster, but also it's misleading. Innovation... Bring it on. What does that mean? Are they taking on innovation as a challenge? House of Innovation... come on! What are they doing that any average homeowner couldn't do? And isn't that exactly the point they’re trying to make? How is a home renovation innovative? Yeah, I get the new products and services but really.

What’s up with the blatant overuse of this word. Perhaps the brief asked for innovation and that's literally what they wanted. Is the word really that important to the average Canadian Tire shopper or is it just a trendy buzzword to satisfy the business community? If you don't actually say the word will people not recognize it as innovation? Does it negate the innovation altogether?

I’m seeing this copywriting trend everywhere. Is the word innovation the 'new' green in marketing terms? At least ‘green’ meant something to the general public. Innovation in this use just doesn’t hold the same emotional meaning. What do you think?