Yokohama Tire Corp. (YTC) has a new high-powered, high-speed TV ad best described as "Duck, Duck, Goose" (DDG) for adults, the company says.
The 30-second spot features off-road champions Cameron and Heidi Steele – both Yokohama-sponsored drivers – whipping around a circle of high-performance vehicles all equipped with Yokohama tires. Cameron (a Baja 1000 champion) is in his 800 hp off-road truck and Heidi (a Baja 500 and 1000 champion) drives a bright yellow Lamborghini Gallardo Superleggera chasing after him.
"The expectation was to make the best television spot in Yokohama history and one that a year from now, would look good as any in the category," says Fred Koplin, YTC director of marketing communications. "I also wanted a spot that looked different from every other tire ad on television. Our creative team developed an ad idea that visually showcases YTC’s technology and ultra high-performance tires … while having fun. The interplay between Heidi and Cameron is absolutely perfect."
DDG broke nationally on ABC during the 12 Hours of Sebring endurance race and is scheduled to appear on several television network including ESPN, ESPN2, TNT, CNBC, TRU, Golf and Comcast Sportsnet through October 2011.
Promotional versions of the commercial are also currently airing in the Boston and Houston markets, where YTC has existing sports marketing sponsorships with the NBA’s Celtics and Rockets.
Consumers who buy a set of Yokohama tires from participating dealers in the northern New England area will receive an official Celtics shooting shirt, and consumers around Houston will receive a Clyde Drexler throwback jersey. Both deals are good through April 30.
"Yokohama prides itself on using the latest technology for the ultimate performance tires for all types of vehicles," says Koplin, "including the Geolandar A/T-S on Cameron’s truck, the Advan Neova AD08’s on Heidi’s Lamborghini, and tires for all of the cars that formed the duck, duck, goose circle throughout the commercial."
To see the commercial, go to www.youtube.com/user/YokohamaMotorsports.
