Continental Takes the High Road

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Boone/Oakley breaks its television campaign for Continental Tires this week.

The Charlotte, N.C., agency’s mission is to build brand awareness for the local subsidiary of German tire maker Continental AG.

“No one in the U.S. knows Continental as a tire company,” said creative director and partner John Boone. “People think of airlines, banks and insurance companies.”

The campaign budget is $5 million.

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