Hankook launches second phase of global advertising campaign

TAFF Industry Advertising Campaign Award nominee Hankook has launched the second phase of its global television advertising campaign, running with the slogan, “Be One with It”. In Europe campaign will run across September and October having first launched in May 2011, on air in France, Germany, Hungary, Italy, Spain, Russia and the UK.

Hankook says its campaign “forms part of the brand’s strategy to become one of the world’s top premium tyre manufacturers”. The adverts include analogues to extreme sports such as base jumping, underlining the central message that confidence in equipment helps achieve the best performance. Hankook says the campaign to date has been “well received with encouraging and valuable positive feedback from customers”. The advertisement was filmed in New Zealand and directed by Jeffrey Darling. Darling is an award winning director having directed numerous advertisements for brands that include BMW and Jaguar.

Jin-Wook Choi, executive vice president Hankook Tire and chief operating officer Europe says: “We are thrilled with the reactions and responses received so far for the new campaign. It gives me great pleasure to witness Hankook as it develops and enforces its position as a premium brand in the market offering high quality tyres.”