Steve McKeown
Creative Director at Brokaw
Cleveland, Estados Unidos
Campaña Car Care Centers - Conrad's
Anunciante Conrad's Tire Express & Total Car Care
Marca Car Care and Tires
PostedJunio 2005
Sector Empresarial Accesorios y servicios de automoción
Filosofía When we created a new television campaign for Conrad’s—Northeast Ohio’s largest family-owned tire and total car care center—our challenge was to exhibit honesty without saying it explicitly. And to find a voice for Conrad’s that people could trust and that would separate them from competitors.

Visually, the spots demonstrate Conrad’s 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. Conrad’s is so honest that they'll over-explain what may seem obvious. Like cars not having horseshoes and such.
Problema The tire category is brimming with loud obnoxious voices promising low, low prices. “We won’t be beat!” or “If we don’t 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.
Medio Televisión
Mercado Estados Unidos
Director de fotografía
Responsable de conceptos / redactor
Director artístico
Director creativo
Productor de la agencia
Animation Effects
Producción musical

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