Fountain Tire’s Shows How Its Trusted Service Isn’t for Everyone

Tire and auto service can be intimidating, time-consuming and expensive because the category is notorious for dishonest mechanics that take advantage of drivers who simply want reliable service. As a result, tire and auto service gets put off, leading drivers to default to the most convenient option. In a category where scepticism looms large and trust is a rare commodity, drivers are faced with the daunting task of choosing between reliable service and convenience. They want a place they can trust to provide consistent quality service, a place that will do right by them.

This is why Fountain Tire’s brand promise is based on building partnerships with its customers. Fountain Tire’s 50/50 ownership model means that each individual location has part ownership in the business, resulting in local store managers who are personally invested in their relationships with customers. “We’re on this road together” is a tagline, a promise, and a working philosophy. This added level of care translates to trusted reliable service for drivers. 

Continuing to build on Fountain Tire’s advertising platform, which uses a sidecar creative device as a visual demonstration of the brand promise, a new execution tackles trust and reliability head-on. Keeping true to Fountain Tire’s brand humour, the spot features a teen who excitedly receives car keys for his birthday, expecting a new, cool ride. To his surprise, his parents reveal the old family car, a dated mid-2000s minivan complete with a Fountain Tire sidecar attached. The twist unfolds as the family credits Fountain Tire's trusted and reliable service for the minivan's longevity, and the teen reluctantly accepts the keys. The spot humorously emphasises Fountain Tire's commitment to keeping vehicles on the road for the long haul. 

“In a category often defined by apprehension, the search for reliability is not just a task - it's a quest for a partnership that stands the test of time”, says Stephanie Proseilo, Fountain Tire’s director of brand and consumer experience. “Once drivers experience our top-notch service and quality products, loyalty sets in, often lasting the entire lifespan of the vehicle and extending across generations. We’re constantly refining our customer experience and trust and reliability is always central to our approach”. 

The new fully integrated campaign will be live until the summer. It consists of TV, radio, digital and social media across all key markets. The campaign has multiple extensions in Meta and TikTok all stemming from the platform and idea. 

“Everyone remembers their first car. And for most of us, it was a character-building moment in our lives” says Jeremiah McNama, executive creative director, FCB Canada. “This spot brings that insight to life in a humorous way only Fountain Tire can do.”

Strategy and creative was handled by FCB Canada. Guru Communications handled media planning and buying.