OK Tire Reminds Us That It’s Going to Be OK

Lifelong Crush has taken the wheel for OK Tire’s latest brand campaign, delivering a series of TV and OLV spots just in time for the winter tire changeover season. The campaign was designed to resonate with both B2C and B2B customers, reassuring audiences that “It’s going to be OK”, especially when it comes to tires and wheels.  

Leveraging Lifelong Crush’s extensive in-house production capabilities and passion for standing up bespoke creative solutions, the campaign development and production planning process was compressed - and effectively executed in tandem.

Lifelong Crush executed the entire campaign from the initial brief to trafficked deliverables in just seven weeks, inclusive of strategic development. This included ideating and delivering three spots - Pickup, Tongue featuring Toyo Tires, and Pump It Up - that were efficiently shot in a single shoot day.  

Shane Butner, director of marketing and communications at OK Tire, praised the collaboration saying, “In the face of time constraints, our team’s chemistry and ability to get the job done together, and the Lifelong Crush “maker-minded” philosophy were integral to the creative success of these spots. Lifelong Crush handled the challenge remarkably well, and exceeded our expectations, delivering a campaign that’s not only memorable but perfectly timed for the season.”

“This campaign illustrates the power of creativity under pressure. With OK Tire, we had the right client partner to collaborate with to adopt a nimble non-traditional approach that answered the needs of our tight timeline. It’s an advantageous approach for client teams that have a clear marketing mandate and the right internal operational support” said Christina Yu, partner and chief creative officer at Lifelong Crush, and an accomplished director in her own right. “At this pivotal moment in our industry, I think there are too many instances where concept and craft are too far apart, so leading with a craftsmanship mindset is a North Star for our team,” she added.

The campaign kicked off during the OK Tire x CFL Labour Day Weekend powered by Blackhawk. With the campaign now rolling out across linear and connected TV, OK Tire is ready to make a lasting impression in the hearts and minds of Canadians as winter approaches. Agence BHLA handled translation across all three spots.