Just days after its pursuit of Cooper Tire & Rubber Co. ended, Apollo Tyres commenced a new corporate advertising campaign in the U.K. and India that draws on the company’s three-year agreement with Manchester United F.C. for these two markets.
The campaign covers television, cinema, print, digital and outdoor mediums and focuses on the shared values of both football club and tiremaker, specifically ‘going the distance to achieve the best’.
Conceptualized and created by The Brooklyn Brothers, Apollo says the campaign is an “expression of the parallels drawn between the journeys of both Apollo Tyres and Manchester United, as they continue to go the distance in the pursuit of great performance.”
The television commercial delivers the message that effort, determination and skill are required to reach your goal, and that no shortcuts to achieving your full potential exist. The print campaign illustrates the performance, safety, control and endurance requirements on the football field for players and on the tarmac for the tires.
Commenting on the new campaign launch, Marco Paracciani, Apollo’s chief marketing officer, said: “This is one more step towards our journey of making Apollo a globally recognized brand. There are no shortcuts to achieve that goal as there are none to achieve great performance, be it on the road, on a sports pitch, at work or in life in general. Manchester United share the same view; hence we believe we have a very genuine and unique proposition that will resonate strongly with our customers and target audiences.” (Tyres & Accessories)
