INTERNATIONAL GALLERY: Continental Tyres Leo Burnett

In this Continental Tyres spot, the viewer is tempted into thinking the ad is for a car, as it shows a sleek sports car driving down a winding road. The driver notices that he’s run out of petrol but, luckily, he’s at the top of a hill so he can coast down. He manages to get past an oncoming truck, over rough ground and through some water, but comes to a halt on a railway track. The driver starts to panic when he sees a train coming and, despite waving, the train ploughs straight into his car causing it to explode. After dusting himself down, he looks to see what remains and is astonished to see just the unmarked tyres left on the track. The endline is: ’German engineering where you need it most on a car.’

In this Continental Tyres spot, the viewer is tempted into thinking

the ad is for a car, as it shows a sleek sports car driving down a

winding road. The driver notices that he’s run out of petrol but,

luckily, he’s at the top of a hill so he can coast down. He manages to

get past an oncoming truck, over rough ground and through some water,

but comes to a halt on a railway track. The driver starts to panic when

he sees a train coming and, despite waving, the train ploughs straight

into his car causing it to explode. After dusting himself down, he looks

to see what remains and is astonished to see just the unmarked tyres

left on the track. The endline is: ’German engineering where you need it

most on a car.’



Country South Africa

Agency Leo Burnett Johannesburg

Client Continental Tyres

Copywriter Terry Murphy

Art director Willie Fonnenberg

Production company The Vision Corporation



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