In Nokian Tyres’ opinion, advertising within the tyre industry is often boring, and they may have a point. So the company decided to do something about this by arranging and filming a surprise for customers at one of its Vianor retail centres in Gothenburg, Sweden. Unsuspecting motorists arriving for tyre changes were treated to a ‘personal gig’ from Swedish heavy metal band Hammerfall, and the YouTube video of the event has been viewed almost 700,000 times within three days.