YOKOHAMA HOPES TO SCORE WITH "MICE HOCKEY"
By Adnews Staff
Yokohama Tire (Canada) Inc. launched a new winter radial tire last month. Called the Guardex 600, the tire is supposed to stay pliant even at low temperatures, allowing for a better grip on the road. A television ad in Quebec and Ontario is promoting the new tire. It features a cat chasing mice driving a BMW on ice. Yokohama's original "Cat and Mouse" TV ad won a 1991 Gold Bessie. Both the old and new ads were created by Griffin Bacal Volny of Toronto. The company also handled the media buy. Print and radio ads have also been created. Individual dealers can decide whether or not to run the ads in local markets. Point-of-sale materials are also being used.
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