Hankook Tire America Corp. has launched the second installment of its "Tame the Road" global advertising campaign in the United States. The campaign is highlighted by a television commercial featuring Hankook's Ventus V12 evo ultra-high performance tire.
The entire commercial is done in animation, and the story literally unfolds visually from a UHP tire's point of view, which gives the viewer a "never before seen" perspective on tire performance.
"The story is executed using animation to show tire centric camera angles which would not be possible any other way," says Bill Bainbridge, director, brand communications. "By using animation technique, the viewer can truly experience Hankook tires'performance advantages in cornering, stopping and comfort throughout the commercial."
The commercial was creatively directed by Cheil Worldwide in Korea and animated by Emmy award-winning Shilo TV in the U.S. Shilo TV's portfolio includes high-profile commercials for corporate clients including Scion, Toyota and Cingular.
Hankook's "Tame the Road" commercials may be seen on cable networks such as the SPEED, ESPN Classic, Comedy Central, Weather and Travel channels.
"As we continue to expand our aftermarket distribution channels in the U.S., we need to support our dealers with marketing efforts that increase brand recognition and drive demand for our products," says Bainbridge.
For more information, visit www.hankooktireusa.com.
