Hankook Tire shoots for top five tyre brands in global campaign

The campaign will be launched in nine major countries including the US and France. It is also planned to run in Australia and cinemas throughout Korea in the coming weeks.

Entitled 'Be One with It', Cheil Worldwide said that the TV commercials do not directly showcase the performance of the tires but rather expresses a driver's feeling of being one with the tyre and the road.  In this light, sky jump, an extreme sport involving jumping off a cliff or helicopter wearing a special suit with wings, was utilised as one of the key advertising ideas. 

The campaign sends the message that as confidence in equipment brings out the best performance in sports, confidence in tires enables the best driving experience.

"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,” said Se Hyeon Kim, vice- president of Hankook Tire.

“Given all tires 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 tire companies. If we continue with this look and feel we will further strengthen our position in this category globally,” commented Wain Choi, executive creative director and vice-president of Cheil Worldwide.

In addition, Hankook Tire has invested in various marketing activities including sponsoring the Le Man Series in Europe and the Formula D in North America, executing a mega-sized billboard ad on Times Square in New York, and collaborating with the Puma Premium Collection. 

Credits

Agency Cheil Worldwide
Client Hankook Tire
Project 'Be One With It' campaign
Director Jeffrey Darling
Creative Wain Choi, Alistair Wood, Bil Bungay
Account Jason Park