The centerpiece of the ad is a large tread pattern that looks like human fingerprints, with a headline: “Our fingerprints are all over the world’s finest automobiles.”

“World-class automobile manufacturers depend on Continental brand tires to provide a superior level of performance for their vehicles,” said Andreas Gerstenberger, CTNA’s vice president of sales and marketing. “With over 20% OE-marketshare in North America, we couldn’t be more excited to utilize our partnerships with these premier auto manufacturers and their trust in our tires as the focus of our new “Fingerprint” advertising campaign. You simply cannot ask for a better reference.”

The new ads also feature the new Continental brand tagline “Tires Engineered in Germany.”