The challenge was to concept and execute a truly unique campaign that would cut through the huge amount of screaming, price-driven advertising in this category. We wanted to instantly capture consumers’ attention by position- ing Tires Plus as a car care expert, yet still maintain a highly personalized human quality within the ads.
THE BIG IDEA
Our solution was this fittingly named “Anatomy” campaign. We developed three different ads, each focusing on a different human body part (brain, heart and eye) which were created out of tires or car parts. We then used each of these prominent body parts to visually convey a main benefit of Tires Plus.