Beaurepaires: Tyres are your car's shoes, 3

The right fit?

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.

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
Published: 2010

17 comments

morse's picture
morse
15826 pencils

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

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

mycidea's picture
mycidea
90 pencils

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

shahidali's picture
shahidali
4063 pencils

Its an ad of a tyre!

shahid

rurorjuror's picture
rurorjuror
738 pencils

Beginning of the 90th...

jackblack's picture
jackblack
2261 pencils

Not great.

copycopycopy's picture
copycopycopy
148 pencils

They fit tyres to people?????

CuriousPencil's picture
CuriousPencil
4227 pencils

My thoughts exactly.

shilo70's picture
shilo70
2 pencils

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.

atb2005's picture
atb2005
13567 pencils

Agreed.

dean viii's picture
dean viii
1676 pencils

not inspiring. art direction could be better.

kleenex's picture
kleenex
27884 pencils

Bad idea.

Boxey's picture
Boxey
8885 pencils

Classic "Think of it as..." cliché.

AdBuzzer's picture
AdBuzzer
1168 pencils

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

Billoughsby's picture
Billoughsby
5091 pencils

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

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

elvisarias's picture
elvisarias
37 pencils

sorry i dont get it..

Elvis

Blashyrkh's picture
Blashyrkh
32701 pencils

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.

Lazarus's picture
Lazarus
1502 pencils

Like the shoes, not the concept.

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