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Tyres are your car's shoes, 3

Agency: 
Published/Aired: 
April 2016
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 advertisment created by Traffic, Australia for Beaurepaires, within the category: Automotive.

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

Comments (17)

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Highest Rated

CuriousPencil's picture
CuriousPencil
Activity Score 4225

My thoughts exactly.

morse's picture
morse
Activity Score 17548

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

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

mycidea's picture
mycidea
Activity Score 90

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

shahidali's picture
shahidali
Activity Score 4069

Its an ad of a tyre!

shahid

rurorjuror's picture
rurorjuror
Activity Score 745

Beginning of the 90th...

jackblack's picture
jackblack
Activity Score 2355

Not great.

copycopycopy's picture
copycopycopy
Activity Score 148

They fit tyres to people?????

CuriousPencil's picture
CuriousPencil
Activity Score 4225

My thoughts exactly.

shilo70's picture
shilo70
Activity Score 2

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
Activity Score 13557

Agreed.

dean viii's picture
dean viii
Activity Score 1686

not inspiring. art direction could be better.

kleenex's picture
kleenex
Activity Score 45966

Bad idea.

Boxey's picture
Boxey
Activity Score 8881

Classic "Think of it as..." cliché.

AdBuzzer's picture
AdBuzzer
Activity Score 1174

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
Activity Score 5142

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

That's it.

elvisarias's picture
elvisarias
Activity Score 37

sorry i dont get it..

Elvis

Blashyrkh's picture
Blashyrkh
Activity Score 32882

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
Activity Score 1536

Like the shoes, not the concept.

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