Hankook's 'Never Halfway' campaign returns

WAYNE, N.J. (April 4, 2016) — Hankook Tire America Corp. has launched the second installment of its “Never Halfway” integrated marketing campaign, entitled “Vanishing Act.”

The Never Halfway campaign, which debuted last November, is the tire maker's first advertising campaign designed and dedicated for the U.S. consumer market. It will run across a variety of print, digital and high-profile cable networks through 2016.

Hankook's new Vanishing Act creative features professional racer Rhys Millen weaving his way through a challenging mountain course  driving on Hankook Ventus performance tires.

Hankook said it selected Mr. Millen for the campaign because “he embodies Hankook's ‘Never Halfway' mindset and lifestyle, constantly seeking out the next road to conquer.”

“Since the launch of the Never Halfway advertising campaign in the United States late last year, we have received very positive feedback from both consumers and dealers,” said Hee se Ahn, president, Hankook Tire America Corp.

“Never Halfway has helped us reach new as well as established audiences, allowing us to build further brand value in the competitive U.S. market.”

Mr. Millen is a multiple rally, drift and hillclimb champion, whose past exploits with Hankook include winning the Pikes Peak International Hill Climb in 2012.