FULLERTON, Calif. (April 14, 2011)—Yokohama Tire Corp. has launched a 30-second television ad featuring Yokohama-sponsored off-road champions Cameron and Heidi Steele in a game best described as “Duck, Duck, Goose” for adults.
The commercial features Steele driving around a circle of high-performance vehicles in his 800-horsepower off-road truck, in a new take on the classic game. He yells “goose” while passing his wife, who proceeds to chase him around the circle in a yellow Lamborghini Gallardo Superleggera before he pulls a 360-degree spin into her spot.
“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,” said Fred Koplin, YTC 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 YTC's technology and ultra-high-performance tires—while having fun.”
The ad made its national debut on ABC during the recent 12 Hours of Sebring endurance race and is scheduled to appear through October on television networks such as ESPN, ESPN2, TNT, CNBC, TRU, Golf and Comcast Sportsnet.
Promotional versions of the commercial are also airing in the Boston and Houston markets, YTC said, where the tire maker has existing marketing sponsorships with the National Basketball Association's Celtics and Rockets, respectively.