Cannes Lions

Untamed

OGILVY, Bangkok / APOLLO / 2019

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Overview

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Credits

Overview

Background

Apollo Tyres is one the fastest growing tyre brands globally. The brand’s mission is to build better tyres to ensure that drivers can go the distance safely every day, without worry.

“Untamed” was created to build awareness of Apollo ultra-high performance tyres with technology that delivers excellent control and handling in dry conditions and superior grip and stability in wet for confident cornering. The ad utilizes the visuals of untamed animals, a bull and a wild horse, to represent the unpredictable and unreliable conditions found on dusty, dry and wet roads. Such roads are similar to these animals’ wild nature, which can make driving wildly unpredictable and cars go out of control at any moment. Apollo tyres enables you to confidently control the uncontrollable and tame the untamed. The ads were placed as billboards on express ways.

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