FULLERTON, Calif. (May 22, 2002)—Yokohama Tire Corp. is treading new ground with its latest advertising campaign showcasing the tire maker's ultra-high performance and high-performance tire lines.
The page-and-a-third print ads—that dimension is a first for Yokohama—feature road-up beauty shots emphasizing the tires' treads. Phrases like “Grip like this will numb your extremities” and “Because grip is everything” headline the prints.
“The ad campaign was designed to show the eye-catching combination of vehicle, tire and wheel,” Lynn Sweeney, Yokohama manager of marketing communications said in a statement. “The visuals show the flexibility of demonstrating the variety of fitments which are available from Yokohama's performance and light truck offerings.”
The new ads can be found in such enthusiast magazines as Automobile, Bimmer, Car & Driver, Euro Tuner, Excellence, Four Wheeler, Grassroots Motorsports, Popular Hot Rodding, Panorama, Road & Track, Roundel, Sport Compact Car, Super Street and Velocity.