Set to debut in April, the new Hankook Tire campaign by Cheil Worldwide is looking to grasp the hearts of young male drivers between the ages of 18 to 30.
Hankook Tire has a long history with using celebrities in China, including Olympic diver Guo Jingjing in 2008. The brand has chosen Zhang this year for her classic beauty and well-received reputation on an international level. This concurs with Hankook’s goal of reaching an up-scale market in China.
The television commercial is filmed in Cape Town, South Africa. Zhang is featured as a celebrity, playing cat and mouse with the paparazzi. The actress dares the audience in the end to catch her if they can.
Creative director James Scanlon explains that Hankook is in a ‘sandwiched position’ in China. It is right between the local tire brands and premium brands like Goodyear, Bridgestone and Michelin. Hankook is under stiff competition, but this new branding campaign will aim to initiate everyday usage by consumers and also car dealers.
Credits:
Project Hankook Tire 2010 Campaign
Client Hankook Tire, China
Creative agency Cheil Worldwide
Creative director James Scanlon
Producer Olaf Bessenbacher
Production company Milligram Films
Director Kim Minsoo
Exposure Television, print, outdoor
Hankook Tire has a long history with using celebrities in China, including Olympic diver Guo Jingjing in 2008. The brand has chosen Zhang this year for her classic beauty and well-received reputation on an international level. This concurs with Hankook’s goal of reaching an up-scale market in China.
The television commercial is filmed in Cape Town, South Africa. Zhang is featured as a celebrity, playing cat and mouse with the paparazzi. The actress dares the audience in the end to catch her if they can.
Creative director James Scanlon explains that Hankook is in a ‘sandwiched position’ in China. It is right between the local tire brands and premium brands like Goodyear, Bridgestone and Michelin. Hankook is under stiff competition, but this new branding campaign will aim to initiate everyday usage by consumers and also car dealers.
Credits:
Project Hankook Tire 2010 Campaign
Client Hankook Tire, China
Creative agency Cheil Worldwide
Creative director James Scanlon
Producer Olaf Bessenbacher
Production company Milligram Films
Director Kim Minsoo
Exposure Television, print, outdoor
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