C-K Drives Discount Tire to TV

In New Ads, Client Is “All You Need to Know’
LOS ANGELES-Don’t know much about tires?
“That’s OK,” according to Discount Tire Co.’s new broadcast campaign, which broke earlier this month.
The Phoenix office of Cramer-Krasselt and Small But Mighty Films came up with the premise after research revealed what people generally think of tires.
“Tire maintenance is far down on the list [of consumers’ concerns],” said Brian Landauer, C-K senior vice president and general manager. “People don’t want to learn about it.”
The new ads feature people who, though knowledgeable in their respective fields, know little about tires.
In one spot, an economist is shown solving a math equation. While she’s a wiz with monetary inflation, she doesn’t know a thing about tire inflation pressure. But a voiceover reassures: “Discount Tire. It’s all you need to know.”
In another spot, a heart surgeon knows all about heart valves, but nothing about tire valves.
The TV ads and supporting radio spots will air throughout the year in spot markets. This is the first TV effort C-K has created for the Scottsdale, Ariz.-based tire company, which operates 450 stores nationwide. -Charna B. Mamlok

Publish date: April 26, 1999 https://dev.adweek.com/brand-marketing/c-k-drives-discount-tire-tv-24597/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT