2009 Advertisement

TOYO TIRES launch their latest advertisement campaign in Europe with a bold new concept.

2009 sees the introduction of a new direction in advertisement for TOYO TIRES, moving away from the clichéd advertisements of the industry and making a bold statement.

All of the print advertisements show a tire being "tested" on a piece of equipment. The machines illustrated are the invention of award winning agency Engine Creative in the UK whose diverse range of previous clients include the BBC and Ministry of Sound. Key visuals were created based on the benefits of each different product producing a suite of advertisements which follow the same theme whist having unique elements specific to each tire.

The colour themes of the ads rely on the TOYO TIRES blue along with a dark black background emphasising the secret nature of the testing process. The shadowy machines hold tires which are illuminated by blue lasers creating a visually interesting image with a hint of intrigue encouraging the reader to read the copy underneath.

Having got readers to the copy by virtue of the visual, the challenge is to get them to read and understand the copy. Clean and simple copy writing was necessary for this since TOYO TIRES have a clear aim to explain the virtues of their tires. After considerable work to distill the copy to only the most essential words, two word headlines were chosen accompanied by minimalist copy. The clear message underneath every key visual is that the benefits of the tire are due to exceptional engineering and rigorous testing.

A TV advertisement, also produced by Engine Creative, can be viewed on the homepage of this website. The TV commercial tells the "story" of the print ads more fully. The camera zooms from outer space to Japan and onward to a "secret" test area. In the TV commercial, a voice over (omitted on the web version) tells the viewer about "Increased horsepower" and "Increased Torque" making it appear to be a car commercial before the tire is finally revealed with the message, "Your tires have to cope with all of this and more." The end screen, like all of the new advertisements show the full logo including the new strap line in their official colours. Although the two colour logo is very challenging to present, Engine were able to create a glass looking "button" which shows the logo off to perfection in both the print and the TV campaigns.

These illustrations are being carried into other materials around Europe including tire displays, banners, posters and other materials.

Expect to see these motifs all over Europe in 2009 and beyond as TOYO TIRES once again show their unique and dynamic approach.