Continental Tyres team up with AFL players via TBWA\Melbourne
Continental Tyres has recruited its own team of bald AFL stars to raise awareness of bald tyres in its latest campaign from TBWA\Melbourne, with PR from Eleven.
The launch of Continental Tyres Bald Stars coincides with the brand’s second year as a major sponsor of the Toyota AFL Premiership season for 2022, bringing awareness to road safety with the ‘bald is unstoppable’ tag line, applying both on the field and on the road.
Other assets:
30″: https://www.youtube.com/watch?v=KhOSrPT-S-M
15″: https://www.youtube.com/watch?v=eRJaHRs
The campaign comes from the insight that one in three Australians are driving on ‘bald’ or unsafe tyres, using humour to encourage behaviour change in what is a twist on the traditional ‘sports hype’ campaign.
In the 60 second hero spot the exhibition team, featuring past AFL greats Barry Hall, Nathan Jones and Bachar Houli, as well as current players, Collingwood’s Steele Sidebottom and St Kilda’s Zak Jones and Paddy Ryder, are shown under spotlighting in a dimly lit field. Montaged closeups of players and shots of them in action of the field play under a satirical narrator who describes the bald players as ‘elusive and smooth, dangerously smooth’, alluding to the risks of driving on bald tyres.
“Our aim was to leverage our AFL partnership to share an important community road safety message that aligns with driving awareness of Continental Tyres as a global leader in tyre safety.”
“Given the unique creative campaign, we can stand out in a sea of other AFL sponsors and reach new audiences in Australia that will assist us in driving our brand awareness locally, which is a key objective for our brand,” said Mitchel Golledge, Continental Tyres managing director.
In support of the campaign, Continental Tyres has also partnered with Youthsafe, a charity that educates young drivers on road safety. The Bald Stars players’ limited-edition signed and framed jerseys will be available to purchase to support this initiative with proceeds to be matched by Continental Tyres and donated to Youthsafe.
“Road safety is something that you usually wouldn’t joke about. Unless of course, you have a bunch of bald AFL players delivering the message via their bald heads” added Matt Stoddart, group creative director TBWA\Melbourne and Eleven.
CREDITS:
Client: Continental Tyres Australia
Creative Agency: TBWA\Melbourne
PR Agency: Eleven
Production: TBWA\Melbourne
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topics
Bachar Houli
barry hall
Continental Tyres
Eleven
Matt Stoddart
Mitchel Golledge
Nathan Jones
Paddy Ryder
Steele Sidebottom
TBWA\Melbourne
Zak Jones
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