Automotive tire and service brand OK Tire is launching a new campaign with three linear and connected TV spots to stand out during the winter tire changing season. The campaign was created to appeal to both B2C and B2B customers, reassuring them that “It’s going to be OK,” especially when it comes to tires and wheels.

Shane Butner, OK Tire’s director of marketing and communications, explains to Media in Canada that while previous media plans also focused on TV, this time they are investing more in the channel to ensure greater ROI, reach and visibility. The media plan also maintains a focus on TV as it aligns with the brand’s sports partnerships and its commitment to community engagement and support across the country, Butner says.

In 2022, OK Tire partnered with The Canadian Football League (CFL) and became the league’s official tire retailer, and auto and commercial vehicle service partner. Three years earlier, the brand signed a four-year agreement with Hockey Canada. Under that deal, OK Tire became the exclusive official auto service and tire retailer of Hockey Canada and Team Canada. In both partnerships, the brand worked on various grassroots programs for communities across the country.

TV was also the ideal channel to reach B2C and B2B customers, says Butner, who adds that it’s important for the brand to position itself as the preferred choice among these audiences, as both are facing daily issues and challenges in relation to their vehicle they choose. Also, the TV spots allow the team to showcase the different brands OK Tire offers, “each with their own unique product that requires separate content to highlight the features and benefits of each,” notes Butner.

The ads (Pickup, Tongue, and Pump It Up) represent a new brand positioning. Unlike previous efforts, Butner says their creative focuses on breaking the stereotype of the auto shop, showing people repairing a car. Instead, the team wanted to go beyond that, highlighting the human side of the brand, its commitment to vehicles and the local community. Using a humorous tone, the spots also depict the challenges faced by consumers, featuring one man trying to inflate the flat tire of a huge tractor, and another trying to hold several tires together with the tip of his tongue.

“The beauty of the ‘Pickup’ spot is a clear message within 15 seconds that OK Tire is not only Tires but also offers full auto service, and services a variety of passenger and commercial vehicles, whereas ‘Tongue’ is a great example of a featured partner brand, Toyo Tires,” Butner says.

VMC Media handled media buying, while Lifelong Crush was behind creative.