PHM tailors UK print media offensive for German tyre brand

Continental, the German tyre maker, is breaking with custom by running new advertising tailor-made for the UK.

The new print campaign, produced by the Midlands agency Palmer Hargreaves Mint, ends a six-year period in which pan-European work from Lowe in Germany has been adapted for Britain.

The full-page ads, which will run in car magazines for the rest of this year, seek to overcome the perpetual problem of tyre manufacturers: motorists regard tyres as distress purchases and give little thought to brands.

The campaign aims to convince serious drivers that by buying Continental tyres they are buying the best for their cars. The strapline is: "Take care of the one you love."

One ad shows a driver stroking his new Jaguar saying: "I've only known her a week and she's already moving in with me."

The ads were written by Jody Williams and art directed by Andrew O'Donnell.

Zenith is buying media for the campaign, which will run in Car, What Car, Top Gear, Autocar and Classic Cars.

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