Unique and Dynamic Tire Chasing
The 2nd round of Hankook Tire's "Tame the Road" AD Campaign
Production Notes
The newest ad installment demonstrate how Hankook Tire’s “Tame the Road” in an interesting and dynamic way. The installment features a chase between our “hero” in a silver sports car. He is being chased through the city streets of a futuristic city by some unsavory villains. Our “hero” is able to avoid being captured by his foes thanks to the performance characteristics.
What’s unique about this commercial is that the story unfolds visually from a tire’s point of view. The story is executed using animation to show tire centric camera angles which would not be possible any other way. By using animation technique, the viewer can truly experience Hankook tires’ performance advantages in cornering, stopping and comfort throughout the commercial.
It All Begins with the Feet.
The 3rd installment of Hankook Tire's Driving Emotion ad campaign
Production Notes
Tires are a representative low-involvement product. Still, Hankook Tire has always managed to generate excitement with its fresh ad ideas. In 2008, it unveiled the third installment of its Driving Emotion campaign.
The campaign communicates the idea that tires do not merely serve a function, but can also inspire drivers and deliver other benefits. Hence, the Driving Emotion motto, which is also Hankook Tire's corporate slogan. The ads must also appeal to consumers who are increasingly becoming discerning about tires, due to the stiff competition between local and overseas tire brands, aggressive marketing by competing brands, and increasing demand for high-end vehicles.
Hankook Tire is meeting the changing expectations and diverse tastes of consumers with its latest range of high-performance tires: the Ventus S1 evo which offers enhanced handling when driving at high speeds and at sudden cornering; the Dynapro MT which delivers outstanding off-road performance with its superior traction force and driving power; and the XQ Optimo nova, a premium tire for a more comfortable and quieter ride. The new products required fresh new advertising ideas.
The main theme of the 2008 Driving Emotion ad campaign is 'Feeling with the Feet.' Tires are not just a tool for driving, but a driving emotion felt by the driver through his/her feet. In other words, a driver becomes one with the tire. Through the 'foot' motif, the campaign manages to secure an identity for all Hankook Tire brands. Each of the ads for the Optimo, Ventus and Dynapro brands focus on the 'bare foot' as the product USP to express how the driver is directly affected by the tire. In sum, the key idea of the third installment of the ad campaign is that the driver feels driving emotion when he/she becomes one with his/her tire and 'feels' the road.
The Models and Filming
Following the Kim Ah-joong and Joo Jin-mo couple of the second installment are actors Jeong Ryeo-won and Kim Min-jun. Their innate sense of style and ability to portray a rich range of emotions make them the ideal couple to inject sophistication and coolness into the Hankook Tire brand. Playing another major role in the campaign was the exotic location of the filming: South Africa.
Jeong Ryeo-won's ad for Optimo was shot on location in Johannesburg, the country's largest and most populous city. The sprawling city was filmed by blocking no less than nine downtown sites to express the comfortable ride that Optimo delivers. This meant that filming took over almost the entire city. And even in the midst of an unexpected rain, Jeong Ryeo-won perfectly conveyed the feeling of the Optimo nova and was applauded for her efforts by the local staff.
The film crew then took a three-hour plane ride to Cape Town. Chapman's Peak Drive, with its spectacular rocky inclines and scenic views, served as the setting for the Ventus ad. The popular tourist site was closed off to regular traffic while 70 staff members and a helicopter took part in an operation reminiscent of a blockbuster film. A dramatic high-speed drive with steep cornering took place along the marine route. Special filming was required to capture the thrilling ride and sudden stop in front of the awe-inspiring cliff. Kim Min-jun's bare foot performance was equal to that of any stuntman, bringing an extra touch of excitement to the Ventus Driving Emotion ad.
The last ad was for the off-road tire, Dynapro. Filming took place at Cape Town's Cecilia State Forest. It was the ideal location to showcase off-road driving. It also served to highlight the dedication of Kim Min-jun, who used no double in going through mud, climbing over boulders and jumping into water, all barefooted. The excitement of off-road driving climaxed in a scene where Kim had to jump onto sharp gravel. Staff members could only nervously look on. Despite the numerous nicks and cuts to Kim's feet, he and the staff gave it their all until the final ok sign. Thanks to their hard work, the wild runner of the Dynapro ad was fully captured on film.
Hankook Tire's Driving Emotion is felt through the feet. At times quiet and smooth, other times thrilling and exhilarating, the emotions felt by the driver begin with the feet of the vehicle, the tire. Drivers are invited to feel the difference themselves.
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All Roads Lead to Success
Hankook Tire's new advertisment only for China
Production Notes
In this installment of Chinese target marketed advertising, we rely on the diving performance and appeal of Guo Jingjing, Chinese Olympic Gold Medal Diving star, to arouse the Chinese public’s interest and deliver the message that the most successful people choose to overcome the obstacles in a successful life by driving on Hankook tires. Because Hankook tire are simply the best, most reliable performance and luxury tire brand money can buy.
Hankook tires allow successful people who have enough to worry about, to worry about one less thing. This message will be relayed through the role Hankook tires play in driving and braking performance, helping her escape and overcome the many obstacles she encounters on her road to success. It is the tires’ strong cornering and acceleration abilities that allow her to surpass anything in her way. By this the public will realize the message that the tires allow her to live her successful life without letting anything holding her back.
About the Model
The latest ad installment features Guo Jingjing, female diver form the People’s Republic of China. With the public familiar seeing her as a diver, having her dive in the ad was only natural. Guo Jingjing brings Hankook Tire’s China campaign to life through her amazing diving talent and undeniable ability to succeed and win.
In the Blinding Rain, he Appears Before her.
The two drive fearless ooon rough, dangerous roads. After a heart-wrenching goodbye, she returns to him.
Their Story, by Hankook Tire.
A Man and a Woman Face Destiny, Love and Separation
The tri-colored drama of Hankook Tire plays like a dramatic music vidoe.
Meet the new TV ad for Hankook Tire.
Behind the Scenes
In trying to shoot three ads with different stories and settings under a tight schedule, production faced difficulties from day one. Finding the right location was critical. To shoot a rainy night scene in a city, off-road driving and racing down a wide, straight road within the set schedule, the staff needed to find a location that would cover all three needs. After much deliberation and reviewing of numerous candidates, China was selected as the final location. But little did staff know that this was only the start of their troubles.
The ‘Mission Impossible'-like maneuvers began when staff attempted to procure the right tires for the filming. The production team had sent off the necessary tires to China from Korea using a special overseas logistics company. After completing the preparations for starting filming, they waited for the ad's star, the tires, to pass through customs and arrive on location. However, they were stunned to discover Chinese authorities had refused entry of the tires. With three ads to shoot within a tight schedule, the staff could not just wait around for the authorities to change their minds. The production crew ended up contacting Seoul to receive a new batch of tires, this time to be hand-delivered by Hankook Tire and ad agency employees who had Chinese visas. Carting around eight black tires around Incheon International Airport naturally attracted a lot of attention and resulted in some free brand publicity.
I The difficulties did not end there. When the cast and crew arrived at Yunnan Province to shoot the second ‘Advance' ad on the boulder mountain, there were no rocks to be found, much less boulders. Staff members had to comb the surrounding areas for rocks and boulders to create a convincing off-road setting. Not only that, their jeep, which had survived four straight days of long, rough rides, finally broke down and had to undergo repairs. In addition, news of the suicide of a Korean actress, a close friend of Kim Ah-joong, brought shooting to a temporary halt.
In the end though, the many obstacles and episodes only served to bring the cast and crew closer together. They also brought greater energy and urgency to the shoot, which was reflected in a very emotional and persuasive ad. And just as Hankook Tire boldly races ahead, its latest ad is also expected to drive its way into the hearts of consumers.
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Print AD
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Hankook Tire's New Ad Campaign Draws Attention to the Tire.
Driving emotion with movie stars Hwang Jeong-min, Jeon Do-yeon and Cho Seung-woo
Hwang Jeong-min's Driving Emotion, "Revealing my true self"
*Background music: Apollo 440's Don't stop the rock
Wearing dark sunglasses and a firm resolve on his face, Hwang Jeong-min pulls tightly on his gloves. The scene depicts a driver racing through a rough and vast expanse of off-road that looks near impossible to pass. A split screen reveals two images: one is Hwang Jeong-min with his determined look and the other is the seamless performance of Hankook Tire's 'Dynapro MT.'
Jeon Do-yeon's Driving Emotion, "Never shedding a tear"
*Background music: Nathalie Imbruglia's Shiver
Jeon Do-yeon wipes away the tears welling in her eyes. Then as if everything is all right, her face lights up as she looks out the window at the falling raindrops. Although the road appears slippery, she gracefully turns the corner. A split screen reveals two images: one is Jeon Do-yeon driving along as if she were dancing and the other is Hankook's Tire 'XQ Optimo' providing remarkable security and performance during "rainy" conditions.
Cho Seung-woo's Driving Emotion, "Seeking freedom"
*Background music: Kasabian's Club Foot
Cho Seung-woo reads a message on his cell phone. As if he's had enough, he tosses the phone in the backseat and steps on the accelerator. The car speeds along and then drifts, again and again. A split screen reveals two images: one is Cho Seung-woo enjoying the thrills and the freedom and the other is Hankook Tire's 'Ventus S1 evo' which holds its own even in high frictional heat.
Writing a new chapter in tire commercials with the 'driving emotion' campaign featuring Hwang Jeong.min, Jeon Do-yeon and Cho Seung-woo
- A Brilliant Performance by all Three Actors.
- Staff Battles rain and Tires Battle the Ground over Five Days of Filming.
Day 1
Hwang Jeong-min's shoot took places in a quarry. Because of the rugged terrain, a special piece of equipment called the Russian arm was used for close-up shots. While the cameras were able to capture Hwang's determined look from a good angle, the costly equipment kept the staff on their toes. No rain fell for Jeon Do-yeon's shoot, despite weather forecasts calling for a rainy day. It took water sprayed from five sprinkler trucks to wrap up the day's filming.
Day 2
The shooting of the 'Dynapro MT' tire sequence featuring Hwang Jeong-min took place in Yeongjongdo. Defying hopes, no rain fell from the sky which would have created a dramatic backdrop of an off-road. Heavy machinery was brought in to dig up the ground and water was poured in. Standing in the mud, the staff toiled away under the harsh rays of the sun.
Day 3
Although not widely known, the Jianje Pass in Hamyang is a favorite spot among photo buffs for its extraordinary, twisting roads. This was the site for the filming of the 'XQ Optimo' segment with Jeon Do-yeon. Maybe a rite should have been held wishing for rain. Once again, there was no rain to be seen although it was monsoon season. Spraying water again and again, the sprinkler trucks once again saved the day.
Day 4
No shooting was scheduled for the day. However, all of the staff headed early to Gochang due to the possibility of rain the next day. The Gochang airfield was the site for Cho Seung-woo's shoot. The staff took advantage of the dry weather to film as much as they could of the next day's scenes. While the tires battled the roads, rain was a major issue for the staff throughout the filming.
Day 5
With much of the work done on the previous day, Cho Seung-woo's driving sequence was shot at a leisurely pace. Being on an airfield meant no need for traffic control. Cho demonstrated his driving ability to the fullest. Word is that by the end of the day, he was almost good enough to match a professional racer.
Yeongjongdo in Incheon, Hamyang in Gyeongsangnam-do, Gochang in Jeollabuk-do, and Seoul... a continuation of shooting by day and moving by night; in short, the four nights and five days of filming was a trek across the country, up against the rain and a tight schedule. Despite various difficulties, the staff worked around the clock to get the best pictures on tape. Their dedication was behind the successful production of all three of the “driving emotion” commercials. The three actors ? Hwang Jeong-min, Jeon Do-yeon, and Cho Seung-woo ? demonstrated their outstanding driving skills. The three tires ? Dynapro MT, XQ Optimo, and Ventus S1 evo ? performed superbly even in extreme conditions. Credit also goes to the 50 odd staff members, their sun-tanned faces a sign of the endless hours of toil.
A garage door opens at a suburban home and a car sets off.
A garage door opens at a suburban home and a car sets off. However, something is different. A large number '100' sits on top of the car. Other cars parked in the neighborhood as well as numerous vehicles on the roads each have different numbers displayed on top. Cars with numbers below 100 are moving along smoothly. But a truck bearing a number above '100', specifically, the number '207', is stranded by the roadside. Maybe it's a breakdown. A vehicle enters T'Station, apparently seeking maintenance service. The spacious T'Station outlet is full of state-of-the-art equipment and tires, while the busy movement of the workers evokes a sense of experience and expertise. Following the narration, "A tire check every 100 days, a vehicle check according to the tire! Get a T'Station check every 100 days," a car pulls out of T'Station, looking as if it has finished receiving service. The number on top of the car changes from '100' to '0', and the T'Station' jingle flows along with the narration "Run by Hankook Tire."
Hankook Tire, which advocates total maintenance service centered on tires, introduced the world's first automobile service concept of "a check every 100 days" this year. As the phrase "a tire check every 100 days, a vehicle check according to the tire" suggests, the idea is to have a vehicle undergo maintenance at an interval of every 100 days. The campaign is being carried out with two commercials, the "number" version and the maintenance "checklist" version. The T'Station commercials are seen as conveying the message of "a check every 100 days" in a way that is easy for customers to grasp. Creative and well crafted, the commercials are receiving the spotlight not only in the automobile service market, but also from the advertising sector and audiences for its novel approach.
The T'Station advertising campaign is carried on radio and the print media in addition to TV. The campaign is expected to enhance the recognition of T'Station while promoting driver safety by making "a check every 100 days" a regular routine for drivers.
A Silencing Worries over Winter Driving - Hankook Tire off 'Winter Tire' Campaign
Following the popular 'Driving Emotion' Campaign that depicted the interaction between drivers ands their by casting movie stars Hwang Jeong-min, Jeon Do-yeon and Cho Seung-woo, Hankook Tire launched its 'Winter Tire' Campaign
New Concept Winter Tires? More than just Snow Tires
Hankook Tire is launching a new TV commercial 'Winter,' the second installment of its 'Driving Emotion' campaign that opened a new chapter in tire advertisement last season with its unique creativity. The new CF features winter tires that are more than just your run-of-the-mill snow tires and are perfected for driving under any winter road conditions.
'Driving Emotion,' Fierce Tires that Shine During Critical Moments
A car races up a winding road between rugged, snow-covered peaks. A low-pitched background music accompanying the image of tires that make fast and smooth turns seems to warn of an imminent danger. Soon enough, the car faces an emergency as the road is cut off by heavy snow. At that moment a voice asks "Can you do it?" With a low, menacing growl, the tires unveil their claws. The car then flies up the road to the mountain top at an exhilarating speed, powered by winter tires that provide strong grip and outstanding performance on snow-covered roads. Hankook Tire offers a dynamic driving experience under any winter road conditions. By portraying the winter tires equipped with bear-like claws that come out at critical moments, the commercial succeeds in highlighting the tires' extreme gripping power and edge effect for enhanced performance on icy or wet roads. The latest series in the 'Driving Emotion' campaign effectively conveys Hankook Tire's can-do spirit and confidence.
Launching of Global Ad Campaign
The 'Driving Emotion' winter campaign, highlighting the superior performance of Hankook's winter tires, will be aired simultaneously worldwide in countries such as Germany, China and Japan. The worldwide ad has an added significance of symbolizing Hankook's emergence as a truly global company. Airing throughout this winter, the campaign is expected to promote winter driving safety in Korea and around the world by focusing on Hankook Tire's exceptional braking and traction capabilities.
Launching of Global Ad Campaign
The 'Driving Emotion' winter campaign, highlighting the superior performance of Hankook's winter tires, will be aired simultaneously worldwide in countries such as Germany, China and Japan. The worldwide ad has an added significance of symbolizing Hankook's emergence as a truly global company. Airing throughout this winter, the campaign is expected to promote winter driving safety in Korea and around the world by focusing on Hankook Tire's exceptional braking and traction capabilities.
