OK Tire is a lot more than its name suggests. Canadian creative agency, Lifelong Crush was given the job of making that known. So it applied a little humour and produced a series of commercials for the platform, It’s Going to Be OK. The commercials were produced by Lifelong Crush and directed by its CCO, Christina Yu. The agency’s sharp sense of humour was also useful during production. Innovator, Yeti, and Lineup were shot in minus 30 weather in January, while Stop Start was shot in the August heat alongside Car Wash.

The commercials feature spots dedicated to OK Tire’s mechanical services, plus product-specific spots highlighting tyre partner brands, Bridgestone Blizzak, Firestone Winterforce, and Blackhawk Tires.

“Canadians know us for tires, it’s in our name, but we want them to know we’re here for so much more,” stated Shane Butner, director of marketing and communications at OK Tire. “It’s Going to Be OK is both a promise and a platform, reassuring drivers that no matter the challenge, OK Tire has them covered.”

“This platform gave us the opportunity to bring OK Tire’s reassuring promise to life in a bold, simple way,” said Christina Yu, partner and chief creative officer at Lifelong Crush. We focused on clear, relatable storytelling that connects everyday driving challenges to the confidence of knowing It’s Going to Be OK.”

The campaign is running until December 31 across broadcast and digital media in Canada, with VMC Media handling media planning and buying.

Credits:
Creative Agency: Lifelong Crush
Partner, Chief Creative Officer: Christina Yu
Chief Creative Officer: Derek Blais 
Associate Creative Directors: Fábio Siqueira, Frank Megna
Art Director: Fábio Siqueira
Copywriter: Frank Megna
Art Director: Andee Kintanar
Copywriter: Matthew Custode
VP, Business Director: Lindsay Day
Account Supervisor: Noah Faigal
Integrated Producers: Deena Archibald, Sydney Kavanagh 

Translation Services: Agence BHLA
Brand Manager: Maeva Claveau (January group)

Client: OK Tire
Director of Marketing & Communications: Shane Butner
Marketing Support Manager East: Pascale P. Ledoux
 Client: Sailun Tire Americas (August group)
Senior Marketing Manager: Jancelle Rosario

Production Company: Lifelong Crush
Director: Christina Yu 
Line Producer: Adam Rodness 
Director of Photography: Vinit Borrison
Production Designer: Rudi Caushi (January group) 
Wardrobe Stylist: Melissa Bessey  (January group)
CG Artist: Susama Sierra (January group) 

Offline Editorial Company: Lifelong Crush Offline 
Editor: Chris Stewart  

Colour & VFX Company: The Vanity 
Colourist: Jordan Benegbi
Lead VFX Artist: Adam Silcox-Vanwyk (August group)
VFX Artist: Scott Olthoff (August group)
VFX Artist: Michael Medeiros (January group) 
Executive Producer: Katie Methot
Producer: Valentina Garcia Salazar (August group)
Producer Katie Methot (January group)

Audio House: Pirate Sound 
Executive Producer: Harleen Bhogal
Executive Producer: Vanya Drakul (January group)
Audio Director: Ian Boddy
Producer: Harleen Bhogal (January group)
Mix & Sound Design: Keith Ohman

Media Agency: VMC Media
Vice President Advertising Sales: Peter Vicente