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| Kumho Tires'new CM, 'Track to Road' Reality of a 1000th of a Second |
2005-05-10 |
Is this a computer graphic or film?
Huge tires filling the screen, flashy background music, super high-speed Formula 3 race, strips of tire flying off
under tremendous speed, white spray cascading like a waterfall around the tires caused by temperatures
as high as 100 degrees.
Kumho Tires shattered traditional concepts of tire advertising when it made its new ad "Track to Road" , the
successor to its existing commercial " Reflection" . The striking and beautiful images led some to
think these were computer graphics but it is actual film shot with advanced camera equipment.
Make invisible technology visible
Formula 3 races put tires under great stress as they are required to withstand speeds of more than 270km
and tire surface temperatures of 100¡Æ or above. Kumho Tires' ECSTA formula technology enables tires
to thrive in such extreme conditions.
Computer graphics were never considered from the outset for the new advertisement which aims
to portray this state-of-the-art technology.
It stuck to filming the message with high confidence about the product and its technological capability and
set out to use an actual demonstration to show the stress that tires undergo at very high speeds and
how powerful the technology needs to be to manufacture tires that can endure such conditions.
Beautiful images depicted with realism
The ad was shot at the Phillip Island Grand Circuit in Australia. All types of state-of-theart equipment was used
including a super high-speed digital camera that has the ability to capture a moment as short as 1000th of
a second in an attempt to create new astonishing images. This commercial grabs both the eyes and minds of
the consumers by delivering accurate living images of formula technology that have never been seen until now.
As the ad agency in charge of the production confidently predicted, " The people who see the ad will realize
that mind-boggling images are not created but discovered. The real beauty lies in the reality."
Kumho Tires is the official supplier to some of the world's top Formula 3 race events including Marlboro
Masters of F3 and the F3 Euro Series. With advanced technologies accumulated through its F3 experience,
Kumho Tires has set its goal to dominate the UHP (Ultra High Performance) tire market around the globe.
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