Fountain Tire is showcasing its auto-service expertise above all else with a new campaign that positions the company as a useful sidekick for fulfilling customers’ car-care needs.

According to Stephanie Proseilo, Fountain Tire’s director of brand and consumer experience, the new campaign by FCB Canada highlights the company’s expertise by contrasting Fountain Tire’s focus on customers and their vehicles with the more general offerings of other retailers.

“Our team is hyper-focused on vehicle depth over retail breadth,” Proseilo says. “And we want drivers to understand this when thinking about where to get their car serviced.”

Strategy and creative for the new campaign were handled by FCB Canada while Guru Communications worked on media planning and buying. It features a Fountain Tire technician in a sidecar redirecting a customer trying to purchase the company’s office decor back toward focusing on vehicles.

The “We’re on this road together” tagline is again front and centre and built on the insight that, when it comes to tire and auto service, drivers often erroneously choose ease and convenience over experts.

“The goal is to further position Fountain Tire as experts in the tire and auto-service category to increase consideration,” says John Pace, group account director at FCB Canada. “Since humour is integral to the brand’s DNA, this concept, shaped by a strong strategy and brief, comes to life in a refreshingly simple way.”

Last year’s hero spot used similar imagery to tell the story of a teen who gets car keys for his birthday only to find his parents have gifted him the family minivan with a Fountain Tire sidecar attached. That effort focused on trust-building and brand expertise.

The new fully integrated campaign will be live through to the summer months and will consist of TV, radio, digital and social-media components across all key markets. The campaign includes multiple extensions on Meta and Reddit that stem from the platform idea.