When it comes to the thrill of driving, motorists rarely give their tyres a second thought, but Dunlop has just won an award for placing their tyres at the centre of its incredibly evocative ‘One Second’ commercial – and it’s definitely worth a watch. It’s a captivating 90-second advert and packs a punch as powerful as many block-busting movie trailers!
Driving home its ‘Forever Forward’ message, the short film is built around everything that makes driving exciting, and captures the life experiences of a racing driver as he prepares to make his move to get ahead.
The commercial won Dunlop tyres a gold OttoCar at the biennial AutoVision Awards ceremony which took place a the IAA Show in Frankfurt. With a deep, husky voice over, the film reminds us: “Sometimes one second requires everything you have learned in your whole life…all your dreams, everything you achieved, everything that put you to the test, all the commitments, everything that kept you ticking, all the failures and all your perseverance all for that one second, that decides…everything.”
Accelerating the viewer’s pulse to the speed of the featured race car, ‘One Second’ puts a new spin on watching life flash before your eyes. The video shows a driver facing a pivotal moment, calling to mind a captivating montage of dreams and defeats. To this driver, success is about more than fast cars.
It is easy to take tyres for granted, but the fact is we rely on them every time we get behind the wheel of our vehicles, not just to keep us safe, but to enhance the whole driving experience, whether we are on a road or a race track.
In a few days time, October will mark the start of Tyre Safety Month when motoring and safety organisations will be going all out to promote basic tyre safety checks, but it is never too early to get ahead of the curve and check your tyres now to make sure you have at least the minimum tread depth limit of 1.6mm across the central three quarters and around the entire circumference of each tyre.
Denna Bowman, Head Office