OK Tire Is Ready to Roll with Lifelong Crush for Its Fall Campaign

OK Tire has selected Lifelong Crush as the agency to deliver its next campaign, reigniting a flame, and reuniting a team with a track record of great creative work together. 

The rubber hits the road with a fall campaign launching during the OK Tire x CFL Labour Day Weekend powered by Blackhawk, putting tires on the tip of the tongue as the winter tire changeover season quickly approaches. Using an expedited direct-to-production model, the project will leverage the approach Lifelong Crush has honed in the last year that emphasises quick creative rounds tied directly to an in-house production team. 

“It’s creatively rich but super-efficient at the same time”, said Lifelong Crush EVP and managing director Caroline Kilgour. 

OK Tire’s good natured, positive, and reassuring rallying cry of “It’s going to be OK” is at the centre of the campaign that responds to the ask for “A good old-fashioned TV-style campaign about cars”.   

Shane Butner, director of marketing and communications at OK Tire had an existing working relationship with Lifelong Crush chief creative officer and partner, Christina Yu, from a previous brand role. Based on this established chemistry he approached the agency with an overview of OK Tire’s current opportunities.  

“Having the opportunity to work with fantastic former clients is one of our agency’s proudest achievements, shared Christina Yu.  “Establishing trust and learning how to collaborate effectively is paramount when looking to elevate a brand.”

“Having had the past experience of seeing Christina’s creativity in action, I was excited to bring her (and her team) along for the drive”, said Shane Butner, director of marketing & communications at OK Tire. “We’ve set out together to create some new memorable moments putting OK Tire top of mind”. 

OK Tire opened up in 1953 and since then has spread to every province, boasting over 325 locations that can service pretty much any vehicle. Whether it’s your two-door sedan or a 400-ton mining truck, the tire shop that’s so much more than a tire shop can fix it.