Car Care and Tires - "Tire Pricing"

Brokaw

Brokaw Cleveland, United States

3039

Title	Tire Pricing
Agency	Brokaw
Campaign	Car Care Centers - Conrad's
Advertiser	Conrad's Tire Express & Total Car Care
Brand	Car Care and Tires
Posted	June 2005
Business Sector	Automotive Accessories & Services
Philosophy	When we created a new television campaign for ConradsNortheast Ohios largest family-owned tire and total car care centerour challenge was to exhibit honesty without saying it explicitly. And to find a voice for Conrads that people could trust and that would separate them from competitors. Visually, the spots demonstrate Conrads approachability and transparency; that they literally have nothing to hide from their customers. And that was also the inspiration for the humor at the end. Conrads is so honest that they'll over-explain what may seem obvious. Like cars not having horseshoes and such.
Problem	The tire category is brimming with loud obnoxious voices promising low, low prices. We wont be beat! or If we dont have the lowest price, your tires are free! On top of that, most people expect to have a less than average experience when shopping for tires or car service.
Media Type	Television
Length	30 seconds
Market	United States
Director	Kevin Kerwin
Director of Photography (DOP)	Rick Lopez
Copywriter	Mark McKenzie
Art Director	Steve McKeown
Creative Director	Pat Pujolas
Agency Producer	Michelle Snyder
Production Company	Authentic Films
Animation Effects	Brokaw Motion
Editing Company	Post Blur
Music Company / Composer	Sacred Noise