Hankook launches winter tyre ad campaign

Hankook launched the latest flight of its global television ad campaign "Be One with It" across Europe. Continuing from the "Sky Jumper" summer theme, the 2012 "Be One with It – Snowboarder" winter campaign will be aired on TV in October through to the end of December in the company’s key winter tyre markets Germany, Hungary, Italy, and Russia. The spots will also be shown online in various channels like social media in Sweden, UK, and France.

Consistent with the previous campaign, the new winter campaign depicts a sense of unity between the driver and their tyres which is necessary to achieve premium performance.

Building on the award-winning 2011 campaign, that was distinguished among others with the renowned German Auto Bild “AUTOSPOT 2011” award, the TVC illustrates extreme driving performance but also how one can get the best driving performance out of Hankook tyres by achieving precise control in the most extreme winter conditions. The ad shows a very dynamic and aesthetic set of sequences with beautiful cinematography and cross-cutting between both the driver and the snowboarder barrelling through the wintry landscape. Resembling that of a spy movie, the spot was filmed in the snowy mountains in New Zealand at an altitude of up to 1,200 metres.

To remain the look and feel of the original campaign, Director Jeffrey Darling was brought in again to direct the exclusive new winter edition of “Be One with It”. Darling is an award-winning Director with footprints in numerous advertisements for some of the most renowned premium automobile brands.

“Since the first launch of our “Be One with It” campaign we received tremendous commendation from consumers around the world,” says Hee-Se Ahn, Hankook Vice President Marketing and Sales for Europe. “The heart-stopping winter edition of our “Be One with It” campaign once again seamlessly associates with the Hankook Tire brand by illustrating flawless performance in the most extreme driving conditions that allows for the best possible driving experience.”

The ad is also available through Hankook’s official YouTube channel www.youtube.com/hankook.