Continental Tyres launches All-Star Team of Bald AFL Players in new campaign via TBWA\Melbourne

Continental Tyres, the leaders in tyre safety globally, has announced the launch of the Continental Tyres Bald Stars – a team of legendary bald AFL players – with the sole mission to raise awareness of bald tyres, part of a new campaign developed by agency partners TBWA\Melbourne and Eleven.

 

The launch coincides with the brand’s second year as a major sponsor of the Toyota AFL Premiership season, for 2022 using an iconic team of bald players to showcase ‘bald is unstoppable’ – both on the field, and on the road. The 60-second spot borrows from traditional ‘sports hype’ campaigns but with a twist.

Derived from the insight that one-in-three Australians are driving on bald or unsafe tyres, TBWA\Melbourne and Eleven created the campaign that uses humour to encourage behaviour change in a new and memorable way.

Aimed at both AFL fans and all those who drive a car, the exhibition team includes past AFL greats Barry Hall, Nathan Jones and Bachar Houli, as well as current players, Collingwood’s Steele Sidebottom and St Kilda’s Zak Jones and Paddy Ryder.

Says Mitchel Golledge, managing director, Continental Tyres: “Our aim was to leverage our AFL partnership to share an important community road safety message that aligns with driving awareness of Continental Tyres as a global leader in tyre safety.

“Given the unique creative campaign, we can stand out in a sea of other AFL sponsors and reach new audiences in Australia that will assist us in driving our brand awareness locally, which is a key objective for our brand.”

Says Matt Stoddart, group creative director, TBWA\Melbourne & Eleven: “Road safety is something that you usually wouldn’t joke about. Unless of course, you have a bunch of bald AFL players delivering the message via their bald heads.”

To support the initiative, Continental Tyres has partnered with Youthsafe, a charity that educates young drivers on road safety. The Bald Stars players’ limited-edition signed and framed jerseys are available for purchase to support this initiative. All money raised will be donated to Youthsafe, and Continental Tyres will match every donation. Jerseys can be purchased at www.baldstars.com.au.

The integrated campaign will be running across paid, owned and earned channels in the lead-up to the spike in Easter holiday road trips.

For over 150 years Continental Tyres has been a leader in creating world-class innovations using advanced technologies. The German-engineered tyres are refined and tested with safety in mind and are the first choice for leading vehicle manufacturers globally.

Client: Continental Tyres Australia

Creative Agency: TBWA\Melbourne

PR Agency: Eleven

Production: TBWA\Melbourne