DAVID SMAIL

THE POSITIVE SIDE OF CAR CARE

Since arriving at PPK, one of my main priorities has been Tires Plus. A chain of roughly 400 tire and service shops across the US owned by Bridgestone.

50 YEARS OF TOTAL CAR CARE

In 2026, Tires Plus is celebrating its 50th year of taking care of people’s vehicles. We went with the concept, ‘Since ‘76’, and created a commemorative logo that’s appearing in all of our communications. We also had some fun applying it to some seventies-inspired merch — including bringing former Tires Plus mascot, Tuffy, out of retirement for a moment.

TIRES PLUS TUNE-UP
The brand had been using roughly the same logo since its inception. And something that looked like you could have it silkscreened on a t-shirt at the roller skating rink in the 70s.

In early 2024, we launched a new iteration of the logo (while keeping some of its core properties) as well as updated many of the components we were using in our videos like the music, voiceover artist, and how we shot our teammates to give them more of a human tone. Special shoutout to Eric, Jake, and the rest of the fantastic team at Coupe Studios in Boulder for the music and being great partners and friends to work with.

Here’s a little recap of what we did.

NEW LOGO MERCH
As part of the new logo launch, we also designed some swag.

‘WELCOME CONNER’ GIFT BAG
One of our fave Tires Plus clients was having a baby. So we helped welcome the little guy with a technician-inspired gift basket (tool bag).

ONLINE VIDEOS
Since about 2018, Tires Plus has been incorporating animation to convey their message. This helped tremendously during the pandemic and still to this day, as we’re able to create all of these videos in-house with our stellar and talented production and animation team.

In 2024 alone, we created over 50 video assets. Here are a few strung together.

SOCIAL
In the middle of 2023, we were given the opportunity to pitch for the Tires Plus social work. We put together a skeleton crew and started making stuff. At the beginning of 2024, we were awarded the social AOR, and hired a full-time team to support. With everyone contributing ideas.

Our goal is to give a bit of personality to the brand as the human and informative vehicle advisor. You can see it all at the Tires Plus Insta.

SOME OTHER FUN STUFF
Tires Plus is a sponsor of the IndyCar Series St. Pete Grand Prix. So we got this media opporunity to play with some long copy and an ode to auto techs.

AND RADIO…