Yokohama has rolled out a new television
commercial based on the “Duck, Duck, Goose” children’s
game.
The 30-second spot, shot in February at the San
Bernardino International Airport, broke nationally on
ABC during the 12 Hours of Sebring endurance race. It
features off-road champions Cameron and
Heidi Steele – both Yokohama-sponsored drivers –
whipping around a circle of high-performance vehicles
equipped with the company’s tires.
It shows Cameron (a Baja 1000 champion) in his 800-
horsepower off-road truck, with Heidi (a Baja 500 and
1000 champion) in a bright yellow Lamborghini Gallardo
Superleggera chasing after him.
“The expectation was to make the best television spot in
Yokohama history, and one that a year
from now, would look as good as any in the category,”
says Fred Koplin, director of marketing communications.
“I also wanted a spot that looked different from every
other tire ad on television. Our creative team developed
an ad idea that visually showcases (the company’s)
technology and ultra-high performance tires…while having
fun. It’s absolutely perfect.”
The commercial, created by the Kovel/Fuller agency, is
scheduled to appear on several television networks,
including ESPN, ESPN2, TNT, CNBC, TRU, Golf and Comcast
Sportsnet through October.
Promotional versions of the spot are also airing in the
Boston and Houston markets, where the tire maker has
existing marketing agreements with the NBA’s Celtics and
Rockets.
“Yokohama prides itself on using the latest technology
for the ultimate performance tires for all types of
vehicles,” says Koplin, “including the Geolandar A/T-S
on Cameron’s truck, the ADVAN Neova AD08’s on Heidi’s
Lamborghini, and tires for all of the cars that formed
the duck, duck, goose circle throughout the
commercial.”
It can be viewed at www.youtube.com.
For more information, visit www.yokohamatire.com.
