Tire Pros was given an opportunity to do a shoot with Dale Jr. and race car driver Josh Berry. Dale is NASCAR’s largest influencer, which meant he’d be the perfect person to let our audience know: Tire Pros is more than just tires.
When we concepted the commercial with Dale and Josh we knew that while Dale had some acting experience, Josh was very new to being in front of the camera. That’s why we decided the best thing to do was to *not* make a commercial.
We also created digital content to promote Tire Pros to their race fan target. We utilized Dale in super-short pre-roll and Hulu Spots and paired up Dale and Josh (two young dads) for some eye-roll worthy Dad Jokes. After just a few weeks we’ve seen over 2.1M impressions on social and over 64K views on YouTube.
We incorporated The Line’s playful brand personality throughout the site with interactive features such as a homepage day/night toggle (we prefer night), a custom South End hover map and construction time-lapse.