FULLERTON, Calif.—Yokohama Tire Corp.'s new advertising campaign, “I Am Yokohama,” tries to set the brand apart from the competition by making the tire a driver's “trusty co-pilot,...the translator who interprets the road.”
“We feel that this campaign separates us from the masses,” said Andrew Briggs, YTC director, marketing and product planning. “We wanted to get people to see tires and the technology that goes into them in a completely different way, so the campaign tells everything from the tire's perspective.”
The campaign includes two commercials that use computer-generated imagery to highlight various elements of tire components and de- sign and how they interact with the vehicle to give the driver a safe, confident feel behind the wheel.
YTC also created a microsite www.iamyokohama.com to complement the TV ads and is developing print, online and social media versions as well.
The first of two commercials, “The Co-Pilot,” has been airing nationally the past few weeks, YTC said. It can also be viewed on the tire maker's YouTube website.
The second spot, “The Original,” will launch in May with a message that the company said is relatable to all adults.
The ads can be seen on YouTube.