Tyres are your car's shoes, 3

Campaign
Agency Network: 
Published/Aired: 
April 2016
Beaurepaires:  Tyres are your car's shoes, 3

Description

Traffic heightened women’s interest in tyre buying by creating a campaign featuring their favourite indulgence – shoes. The cut through campaign for Beaurepaires draws analogies between tyres and women’s shoes and is designed to make tyre buying easier to understand and more female friendly. The new campaign appeared in top female publications, including The Australian Women’s Weekly, Madison, Grazia and Woman’s Day and is supported by an integrated PR and social media campaign, as well as advertorial and point of sale material.

Print advertisement created by Traffic, Australia for Beaurepaires, within the category: Automotive.

Caption

The right fit?

Advertising Agency: Traffic, Melbourne/Sydney, Australia
Creative Director: Andrew Begg
Art Director: Chris Shurey
Copywriter: Samantha Moore
Illustrator: Stephen Fuller
Photographer: Louis Petruccelli
Retouching: Louis Petruccelli
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morse's picture

I guess you have to be a woman to appreciate this campaign. I'm not feeling it at all.

morse
Activity Score 18159
Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

mycidea's picture

Why the hell black background? well, maybe this will make these stand out...

mycidea
Activity Score 90
shahidali's picture

Its an ad of a tyre!

shahidali
Activity Score 4065
Dhaka, Bangladesh |

shahid

TSD Agency's picture

Beginning of the 90th...

TSD Agency
Activity Score 745
Chief Creative Officer at Tough Slate Design, Kyiv, Ukraine |

https://toughslatedesign.com/

jackblack's picture

Not great.

jackblack
Activity Score 2366
Art Director
copycopycopy's picture

They fit tyres to people?????

copycopycopy
Activity Score 148
Copywriter
CuriousPencil's picture

My thoughts exactly.

CuriousPencil
Activity Score 4199
Copywriter
shilo70's picture

Get over yourselves folks, it's clearly explained up there - released in women's/fashion mags to try and get women more interested in the tires on their cars. I don't know whether the shoe analogy came from the consumer insight people or the creative guys - either way it's an excellent campaign! Could probably have been executed better, but does a good job nevertheless.

shilo70
Activity Score 2
Copywriter
atb2005's picture

Agreed.

atb2005
Activity Score 13547
dean viii's picture

not inspiring. art direction could be better.

dean viii
Activity Score 1702
Creative Director
kleenex's picture

Bad idea.

kleenex
Activity Score 58777
Web Designer/Developer
Boxey's picture

Classic "Think of it as..." cliché.

Boxey
Activity Score 8875
Melaleuca In-House
AdBuzzer's picture

I think it can be effective with women - certainly a fresh way to market tyres to a new, unexplored target group.

AdBuzzer
Activity Score 1172
Marketing Manager |

http://adbuzzer.wordpress.com

Billoughsby's picture

An elegant tire ad. Yeah, something new. Don't have a problem with it.

Billoughsby
Activity Score 5154
Art Director |

That's it.

elvisarias's picture

sorry i dont get it..

elvisarias
Activity Score 37
Marketing Manager at Claramark |

Elvis

Blashyrkh's picture

If you don't get it, means the ad doesn't work for you or there's something wrong with it. The rating system has a meaning. You rated it 5 stars, which it is a good ad. Make up your minds.

Blashyrkh
Activity Score 32892
Art Director
Lazarus's picture

Like the shoes, not the concept.

Lazarus
Activity Score 1537
Creative Director
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