OK Tire is again using its trademark quirky humour to highlight its value proposition.
The new work in the “It’s Going to Be OK” platform reinforces the company’s commitment as a full-service automotive destination, while promoting key tire partners like Bridgestone and Firestone.
Hero spots developed by agency partner Lifelong Crush portray a yeti with car trouble and a seemingly sentient classic red car among the campaign’s multiple outlandish scenarios.
“Canadians know us for tires, it’s in our name, but we want them to know we’re here for so much more,” Shane Butner, director of marketing and communications at OK Tire, said in a news release. “‘It’s Going to Be OK’ is both a promise and a platform, reassuring drivers that no matter the challenge, OK Tire has them covered.”
Similar to past work, the campaign aims to reassure drivers that OK Tire can handle issues relating to tires, brakes, or complete mechanical services.
“This platform gave us the opportunity to bring OK Tire’s reassuring promise to life in a bold, simple way,” said Christina Yu, partner and chief creative officer at Lifelong Crush.
“We focused on clear, relatable storytelling that connects everyday driving challenges to the confidence of knowing ‘It’s Going to Be OK.’”
Yu told strategy in July 2024 that part of Lifelong Crush’s AOR mandate was to preserve and elevate the comic tone that had been a creative throughline of the brand for decades.
The latest “It’s Going to Be OK” work also features assets dedicated to OK Tire’s mechanical services along with product-specific spots showcasing showcasing the company’s offerings.
The campaign runs until Dec. 31 across broadcast and digital media. VMC Media is handling media planning and buying.
