Ads for car tires depict elite performance. Trucks scrambling up volcanoes. F1 racers.
What about the daily drivers? The commuters and schleppers who rely on their cars to get themselves and their families from point A to B and back again? Hankook is a brand for these champions.
Hankook x Middle Class Fancy
Middle Class Fancy is a hugely popular Instagram page (boasting over 3.2 million followers) celebrating the quotidian of American life. Its memes and merch laud malls, grilling in jorts, Chili’s, work softball leagues, and throwing back Miller Lites while blasting yacht rock with your friends. This sentiment of suburban joy is right in line with Hankook’s “For the race of life” campaign.
Hankook will partner with the page to create automotive-centric memes and merchandise, including sweatshirts and bumper stickers.
Pace Car Fanatics
Millions of fans flock to NASCAR and F1 races every year to see drivers push themselves and their machines to the limit. Indeed, tire blowouts and crashes are part of the spectacle. But when the dust settles and the race resumes, one driver always leads the way: the pace car. A pillar of safety, steadiness, and safety.
Hankook wants to celebrate this asphalt guardian with a viral stunt. Hankook will sponsor the pace car at NASCAR and F1 races, and will deploy a battalion of fans to go absolutely berserk for the pace car.