Tyre manufacturer Goodyear' series of three films promoting RunOnFlat, a safety tyre that allows motorists to continue driving after having suffered a flat, is being distributed exclusively through "word-of-mail".
Released on 20 March 2006, the virals use black humour to draw attention to the perils of changing a flat by the roadside, last an average of 45 seconds and end with the by-line 'Changing tyres is dangerous', followed by the product URL. The aim is that the message will resonate with all viewers and create sufficient impact for them to forward the mpeg onto their friends and colleagues.
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Hans Vrijsen, Goodyear brand director Europe, explains the approach, "These films demonstrate in very stark terms the distinct advantages of choosing RunOnFlat tyres, which enable motorists to continue driving for an additional 80km (50 miles) after a puncture. The scenarios are unlikely and the outcome in each deliberately exaggerated to drive home the message of the additional safety and security RunOnFlat tyres offer motorists.
"The impact of these films relies primarily on the element of surprise and the dark humour in the denouement of each scene, but the three protagonists also play a pivotal role in capturing a sense of everyday realism with which people can identify."
Produced by Leagas Delaney London and directed by Seb Edwards of Academy Film in London, the films were shot on location in and around Cape Town, South Africa, in January 2006.
Each clip features a different stereotype: the stressed, smartly-dressed female professional who doesn't have time to change tyres, and who proves incompetent at it; the punctilious middle-aged man, adept at changing a tyre, but who takes exaggerated pride in his work; and the clumsy, grungy young guy who is useless at pretty much everything. In each case, their particular character traits speed them to a sticky end.
