Commercial Tire: Take Care

Driving a core courtesy to new paper-making places.


Short and sweet, “take care” means a lot. That’s why it’s at the heart of Commercial Tire’s original family-focused attitude and legacy message: “Let our family take care of your family.”

So this year, when CLM and Commercial Tire worked together on a new retail strategy that pivoted from heavy one-off promotions to a long-term service and branding approach, we got back to basics. Starting with research. Then this innate courtesy line.

Deep-diving into competitive market and customer data, we developed new audience personas and digitally-focused media plans geared to reach targeted prospects.

Then, we got to work on the creative side. We carved out that core legacy message to construct a campaign that centered on the personal attention and safety-first attitude Commercial Tire has at heart. “Take Care” focuses on helpful on-the-road tips and car advice fit for the season at hand.

To really stand out in the look-alike tire category—and to get ahead of the seasonal curve—we constructed dreamlike landscapes of the American West using stop motion paper animation.

Highlighting a range of Take Care tips, the new campaign is an eye-catching, storytelling approach that jumps off the screen (or billboard). In social-focused videos and digital ads, short-and-sweet messages drive home the idea that Commercial Tire helps you take care out there (no matter what pops up). Featuring racoons, the Sasquatch, and a bit of humor, the spots draw people in, animatedly.

What unfolded with this campaign? Traffic and sales. After launching in spring of 2019, Commercial Tire has seen double and triple growth in key performance metrics including web traffic, tire finder visits, calls, quotes, and car counts.

Making paper money from straight-up paper? That’s how we roll.