People don’t think much about their tyres. But in Canada right now it’s nearly winter tyre changeover “season” and agency Lifelong Crush is making people think about OK Tire vs sleet, snow, ice and rain…and anything else the road can throw up.

The campaign’s three short humorous commercials, running on TV and OLV, are designed to resonate with both B2C and B2B customers, reassuring audiences that It’s going to be OK, especially when it comes to tires and wheels.

Lifelong Crush brought both its in-house production and creative to the project, so the campaign development and production planning process was compressed – and effectively executed in tandem. The agency executed the entire campaign from the initial brief to finished commercials in just seven weeks, inclusive of strategic development. The three spots, Pickup, Tongue featuring Toyo Tires, and Pump It Up, were shot in a single shoot day.

 Shane Butner, director of marketing and communications at OK Tire, stated, “In the face of time constraints, our team’s chemistry and ability to get the job done together, and the Lifelong Crush ‘maker-minded’ philosophy were integral to the creative success of these spots. Lifelong Crush handled the challenge remarkably well, and exceeded our expectations, delivering a campaign that’s not only memorable but perfectly timed for the season.”

“This campaign illustrates the power of creativity under pressure. With OK Tire, we had the right client partner to collaborate with to adopt a nimble non-traditional approach that answered the needs of our tight timeline. It’s an advantageous approach for client teams that have a clear marketing mandate and the right internal operational support,” aded Christina Yu, partner and chief creative officer at Lifelong Crush. “At this pivotal moment in our industry, I think there are too many instances where concept and craft are too far apart, so leading with a craftsmanship mindset is a North Star for our team.”

Agence BHLA handled translation across all three spots.