San Diego-based agency Vitro launched a new campaign for Toyo Tires with a 90-second spot featuring a Toyo-outfitted Ferret romping through forest and desert terrain.
No, we don’t mean the domesticated Mustelas who are relatives of weasels — although we would like to see one with wheels. Rather, the agency created a vehicle using a 1959 British Ferret 4X4 military scout as a platform.
With some monster Open Country M/T Toyo tires and off-road racer BJ Baldwin behind the wheel, the vehicle powers over logs, speeds down sandy desert paths, passes over a stream and even gets itself out of a ditch. Set to some Mad Max-esque grinding guitar, the spot demonstrates the brand’s “Any vehicle. Every terrain.” tagline with its extreme off-roading.
“In an industry where consumers see you as just ’round and black’ it’s critical that we stand out and communicate our messages of quality and durability,” explained Amy Coleman, senior director of marketing, Toyo Tire U.S.A. Corp. “VITRO helped us bring those brand points to life in a bold and original way with The Ferret.”
In addition to the online spot, the campaign will also include display, display, print, radio and paid social advertising, all handled by Vitro. The paid social component will target “both performance driving enthusiasts and everyday truck and SUV drivers,” according to a release.
Client: Toyo Tires
ACD / Director – Doug Hyland
ACD / Director – Ryan Smith
Account Director – Beth Mygind
Account Supervisor – Claire Valentine
Agency Producer – Amy Krause
Production Company – Tempt Media
Producer – Tempt Media Vlad Shkolnyk
Director of Photography – Tempt Media Chris Adams
Builder – Action Vehicle Engineering