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Nick Kelly’s ‘Oh No’ spot for Big O Tyres from advertising agency Barkley has been selected as Creativity’s Editor’s Pick.

 

The review
Most car-owners know they should change worn-out tires, but many of us leave it to the last minute. A humorous new campaign for Big O Tires imagines unexpected disasters that could lie in wait as a result.

 

In one of a series of forthcoming spots, seen here, transporting a plate of Jell-O becomes hilariously precarious for an elderly couple. (According to the creative agency, Kansas City-based Barkley, the production involved having to test out different shapes and colors of gelatin to figure out which looked funniest on camera.)

 

There’s also a tale of a girl setting off to college whose car just can’t handle one more item: the cookies mom hands her. Another depicts a driver trying to park in his garage next to a shelf-load of dodgeballs, with somewhat predictable results, while the first spot in the campaign, which broke in December, sees a woman lose her grip on the road and slide backwards downhill–towards a porcelain outlet.

 

“We wanted to build on Big O Tire’s 55-year track record of being the brand you trust when car problems strike,” says Katy Hornaday, executive creative director at Barkley, in a statement. “What better way to do that than to dream up hilarious car dramas that would land you at Big O?”

 

Nick Kelly at Sweetshop directed the spots, and the campaign also includes radio, social and in-store elements.

 

This article was first published in Creativity Online on 8 January 2018.