TASK
Launch Goodyear K-Max as the truck tyre built to perform under the extreme heat and demanding road conditions of the UAE.
Show commercial drivers and fleet operators that durability and reliability matter most when the road itself becomes the challenge.
Turn a functional performance claim into a striking visual proof.
Launch Goodyear K-Max as the truck tyre built to perform under the extreme heat and demanding road conditions of the UAE.
Show commercial drivers and fleet operators that durability and reliability matter most when the road itself becomes the challenge.
Turn a functional performance claim into a striking visual proof.
OBSERVATION
In the UAE, the road does not just test a tyre through distance. Heat becomes part of the journey.
In the UAE, the road does not just test a tyre through distance. Heat becomes part of the journey.
INSIGHT
When the road is extreme, endurance becomes performance.
When the road is extreme, endurance becomes performance.
BIG IDEA
Setting New Limits for the Extreme
EXECUTION
A heavy truck powers across a road transformed into glowing hot rods, dramatizing the intense heat K-Max is engineered to withstand.
A heavy truck powers across a road transformed into glowing hot rods, dramatizing the intense heat K-Max is engineered to withstand.
ART DIRECTION
The UAE desert becomes a brutal performance-testing ground. A glowing, furnace-like road contrasts with the cool blue Goodyear truck, turning heat into the visual enemy and making K-Max feel engineered to conquer it.
The UAE desert becomes a brutal performance-testing ground. A glowing, furnace-like road contrasts with the cool blue Goodyear truck, turning heat into the visual enemy and making K-Max feel engineered to conquer it.
Credits
Agency: ICON Advertising - Dubai
Client: Goodyear Tires
Client: Goodyear Tires
Creative & Art Direction: Ahmed Mostafa
Managing Director: Firas Tirhi
Account Director: Sunil Rajasth
Managing Director: Firas Tirhi
Account Director: Sunil Rajasth
BTS
