OK Tire wants its customers to stick around for more than just a tire rotation and pressure check, and is running a new television ad campaign promoting its other services such as general vehicle repair and maintenance.
The humourous TV spot, created by Grey Vancouver, shows a man watching sports in his den while he prepares a hot dog from a grill built into his couch and dispenses ketchup and mustard from a nearby lamp.
The spot notes that “life is great when everything you need is in one place,” to highlight the national tire shop’s full-service offerings.
OK Tire is replacing its previous animated campaign in favour of the live action spot, which Grey creative director Katie Ainsworth said is a new direction for the brand.
“[Full service] is something OK Tire has always had as a secondary or tertiary message,” said Ainsworth.
“Tires were always the focus. But, given that tires are in their name, they feel like at this point that message is out and they’re really going to focus on this whole other piece of this business, which is underdeveloped.”
Ainsworth said Grey, which won the OK Tire business in May, wanted to make the shift to help the company build its business, which today includes 300 locations across Canada.
The goal of the “MacGyvered chair … was to keep the friendliness and the wit and humour of the previous campaign, and bring into it more of a live action world,” Ainsworth said, adding that live action is something consumers can better relate to.
The ads are now showing during sports programming on specialty and network television, as well as some regular network programming, according to Maureen Atchison, Grey Vancouver’s group account director.
