Featuring its brand ambassador, the message behind the campaign is: with the right tyres, there is no such thing as the wrong direction
Online tyre dealer, Tirendo, has just kick-started an international advertising campaign which features Formula 1 world champion and its brand ambassador, Sebastian Vettel. The main message behind the push is: with the right tyres, there is no such thing as the wrong direction.
In the commercial dubbed The Impossible Ride, the racer is seen performing a ‘spectacular’ manoeuvre in a black Dodge Challenger where the wheels are spinning, the front wheel is locked, and he is driving the car through a deserted area at high speed. During the course of the close to 90-second spot, the audience is made aware of an interesting factoid.
Vettel is driving backwards. The reason for his unusual choice becomes apparent at the tail-end of the clip and is attributable to his small passenger. For both adrenaline junkies and fans, the ad is meant to engage its audience as well as evoke pleasure and driving fun whilst promoting safety.
The commercial was filmed during mid-October in Trieste, a large harbour city in northern Italy. The old industrial dock, the middle of which has lain unused for almost 30 years, was meant to serve as an impressive backdrop and lend a particular flair to the video. The shots were predominantly filmed backwards.
“The commercial is unique with regard to both the idea and the use of Sebastian. We are anxious to see what the reaction will be,” said Dirk Busse, Managing Director of Tirendo. The production was created by ad agency Grey Berlin and director Maximilian Ehrlenwein.
It is scheduled to be released across the company’s YouTube and Facebook platforms. At Tirendo’s Delticom-owned online-shops, motorists benefit from secure payments and a simple purchase process.
