Cameron and Heidi Steele star in Yokohama's new TV ad

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.