To tout its full-service offerings, OK Tire is using humour to break the mold on the car-shop stereotype. Using the tagline, “If it has wheels, it’s gonna be OK,” the hero spot plays with the homonym “pick up” to demonstrate its expertise with vehicles of all sizes, with trucks driving onto the flatbeds of larger trucks.

Shane Butner, OK Tire’s director of marketing and communications, tells strategy that the “Pickup” spot is a clear message within 15 seconds that OK Tire is more than an expert in tires; it also offers full auto service on a variety of passenger and commercial vehicles. “We offer a variety of brands, each with their own unique product that requires separate content to highlight features and benefits of each brand,” Butner says, adding it tries to keep a sense of humour in its campaigns.

The creative is by Lifelong Crush, recently tasked to give OK Tire a brand refresh.

Chief creative officer and partner Christina Yu has said the brand’s goal is to preserve the humorous tone the company has cultivated for more than seven decades, while simultaneously offering reassurance to both its B2C and B2B customers.

OK Tire, which operates 300 locations nationally, timed its linear and connected TV and OLV campaign to coincide with winter tire changeover season. Agence BHLA handled French-language translation across all three spots.

The development of the campaign and production was “compressed,” with Lifelong Crush executing the entire campaign from the initial brief to trafficked deliverables in seven weeks, inclusive of strategic development.

The three spots were shot in a single day, and Yu says it “illustrates the power of creativity under pressure,” and that “there are too many instances where concept and craft are too far apart.”