Hankook Tire America Corp. launched its first advertising campaign dedicated to the U.S. market, including TV, print, digital and social media components, as well as a new tagline, “Never Halfway.”
Given Hankook’s strong affiliation to professional baseball, the campaign launched during the World Series and focuses on tapping into the American enthusiast community who embrace the “Never Halfway” lifestyle, according to the tiremaker.

This spirit is captured in the campaign’s “Chasing Daylight” launch ads, which showcase famed nature photographer Chris Burkard and his journey through the American landscape. As Burkard makes his way up California’s Pacific Coast Highway, he is able to easily cruise through the rugged and breathtaking landscape with his Hankook Dynapro MT off road tire-equipped SUV and capture the quintessential California coast sunset from atop the cliffs of Big Sur.

“This is Hankook’s first advertising campaign dedicated to the U.S. market, so we wanted to make sure that it not only resonated with an American audience, but that we launched it at a time when Americans were paying attention,” said Hee-se Ahn, president of Hankook Tire America Corp. “The U.S. is an important market for Hankook and this new campaign will allow us to build greater awareness with consumers across the country to build Hankook into a top tier brand.”

The campaign, driven by agency Innocean USA, will run across a variety of print, digital and television networks including ABC Sports, Discovery Channel, ESPN, Fox Sports, Google, History Channel, MLB Network, Motor Trend, Road & Track, YouTube and others.