Buying tires is stressful—expensive, unplanned, time-sensitive, and overloaded with choices. The result? Cognitive overload, decision paralysis, anxiety, and stress. New work relieves that reality with emotive humor that hits the mark.

That reality became the strategic foundation for our latest broadcast work for Continental Tires.

The new campaign builds on Continental’s positioning as “The Smart Choice in tires,” reframing tire buying from a product comparison exercise to a confidence-building decision process. In a category dominated by promotions and technical specs, the work elevates Continental as a premium brand that simplifies complexity and helps drivers feel assured—before, during, and after purchase.

We’ve known since day-one of the original campaign back in 2022 that claiming “smart choice” would invite skepticism in a commodity category. So instead of leaning harder into specs or price, the campaign focuses on reasons to believe—presented in a tongue-in-cheek, relatable way that resonates with shoppers.

The new spots continue our Questions/Answered construct, but evolves it from functional tire benefits into a more emotional territory. Actors break the fourth wall, capturing consumers’ internal monologue while we answer their woes through the Continental brand voice. Production followed suit, moving from Detroit automotive talent to filming in Los Angeles with actors who could create intimacy and authenticity. 

The national TV launch anchors a full-funnel campaign extending to digital, social, in-store, and a campaign landing page—bringing Continental’s Smart Choice message to every stage of the journey.

Multi-year broadcast campaign gets a refresh in tone and production approach to tap into the emotional and humorous side of tire shopping.