The countdown is on to the start of Hankook tyres new global TV advertising campaign which hits the screens on 1st May.
The Korean tyres manufacturer is striving to make it into the top five tyre brands and the new commercials, which will air on on ITV, Channel 4, Five and Sky, are aimed at promoting the companies profile.
The TV commercial campaign, created in collaboration with Cheil Worldwide, is entitled ‘Be One with It’ and does not directly showcase the performance of the tyres, instead it expresses a driver’s feeling of being one with the tyre and the road.
To drive their message home, they have used sky jumping, an extreme sport involving leaping off a cliff or helicopter wearing a special suit with wings, as one of the key advertising ideas.
The campaign, which will roll out in nine different countries in Europe including Germany, UK, Italy, Spain, France, Russia and Hungary as well as in North America (USA/Canada), sends the message that as confidence in equipment brings out the best performance in sports, confidence in tires enables the best driving experience.
Se Hyeon Kim, vice- president of Hankook Tire, said: “Through this campaign, we will enhance our dynamic brand image, in addition to a luxurious and sophisticated look and feel. The new campaign will differentiate our brand from others and serve as a stepping stone to grow into the world’s top five premium brand.”
Wain Choi, executive creative director and vice-president of Cheil Worldwide, said: “Given all tyres look the same to most consumers it was very important for us to have someone like director Jeffery Darling, who could give us stunning visuals which sets Hankook apart from other tyre companies. If we continue with this look and feel we will further strengthen our position in this category globally.”
Denna Bowman, Head Office