‘Life Invites You – Go with Continental Tires’ Campaign Shuts Down Times Square Billboard

Continental Tires South America shut down one of the largest screens in Times Square on Dec. 19, as part of its “Life Invites You – Go with Continental Tires” campaign, encouraging consumers to embrace real experiences offline.

“Times Square is one of the biggest symbols of hyper-connection, and our action sparks an important reflection on living more offline, using a backdrop that never stops,” said Leandro Ramiro, Head of Marketing for Continental Tires South America, in a press release.

For five minutes, an 82-foot-wide-by-98-foot-high screen went completely dark in the heart of Times Square, displaying only a countdown and inviting everyone to reflect on the importance of being present in offline life, especially during the holiday season.

Continental Tires’ message last week was part of a broader marketing strategy that encourages lifestyle changes for 2026, inviting the public to rethink the balance between digital and real life. Launched in 2025 and continuing into 2026, “Life Invites You – Go with Continental Tires” emphasizes that life is meant to be lived and encourages people to embrace real experiences, reminding them that cars and roads can lead to encounters, discoveries and moments that transform routines.

“This activation closes 2025 with a clear invitation for 2026: to resume habits that bring us closer to real life — like weekend road trips, rediscovering the city, seeing the ocean, or meeting friends and family — especially during this time of year when we make resolutions and set goals for the new year. And our tires are key enablers of these connections, providing safety and confidence,” Ramiro said in a press release.