KUMHO ECSTA PS71EV

As electric vehicles redefine mobility, tire performance must evolve beyond traditional measures of speed and grip. EVs demand silence, adaptability, and precise control — qualities that are often technical and invisible. Our challenge was to make these benefits instantly felt.

For the Kumho ECSTA PS71 EV, we turned to nature’s purest performers. The campaign is built around three key visuals, each using an animal as a visual metaphor to translate advanced EV tire engineering into instinctive, universally understood traits.

An owl represents silence. Known for its soundless flight, it embodies the tire’s low-noise technology, designed to preserve the quiet driving experience electric vehicles promise.

A fox symbolizes adaptability. Thriving across climates and terrains, it mirrors the tire’s dependable performance in both summer and winter conditions, reinforcing confidence in everyday driving.

A puma stands for speed and stability. Its ability to accelerate rapidly while maintaining balance through sharp turns reflects the tire’s high-performance handling, grip, and road stability.

By aligning the ECSTA PS71 EV with instinctive animal behavior, the campaign transforms technical specifications into emotional understanding. It positions Kumho not just as a tire manufacturer, but as a brand that engineers performance as naturally as instinct itself.