Client: Toyo Tires
Agency: VITRO
TOYO:
Amy Coleman, Senior Director, Marketing
Julie Sediq, Senior Manager, Marketing
Steven Shearer, Manager, Advertising & Promotions
VITRO:
John Vitro, CCO
Ryan Smith, Associate Creative Director
Doug Hyland, Associate Creative Director
Beth Mygind, Account Director
Cassondra Kuplast, Account Supervisor
Amy Krause, Producer
Description:
This week Toyo Tires® is debuting its first U.S. advertising campaign targeting the mainstream tire market, with ads that don’t look or feel anything like tire ads. The new campaign bucks the category trend of highlighting traditional driving and performance footage, challenging consumers to think of their tires as more than a fundamental accessory.
“Your Car Deserves Better” challenges competitors with deeper pockets and bigger media spends by targeting discerning car owners who wouldn’t settle in other areas of their lives. Created by Toyo’s AOR VITRO, the brand is unleashing a series of new ads that depict clever metaphors about what putting the wrong tires on your vehicle really means.
Toyo Tires® has always taken unconventional approaches to targeting auto enthusiasts with advertising that demonstrates their tires’ premium performance. This campaign brings that fact to the masses, by demonstrating how tires make cars people love perform at their best. TV, radio, and digital advertising will run in select markets nationwide beginning this week. VITRO led creative, production and media planning & buying for the campaign.