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Kal Tire breaks new campaign

Tire retailer Kal Tire has begun an advertising campaign promoting its new tire storage service. Developed by One Twenty Three West of Vancouver, the campaign consists of a 30-second television commercial and online video. The creative makes use of hidden camera video to capture the reactions of people visiting a house that has been decorated with tires. Media planning and buying for the campaign was handled by Barlow Media.

"We made the tires in the home as ridiculous as we could," said Scot Keith, president and CEO of One Twenty Three West. "We were hoping for big reactions and snide remarks from people and we weren't disappointed. There were more than a few comments that are not suitable for air."

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