This is one in a series of 3 commercials for the client, who was looking for an eye-catching campaign for their end of year sale. The first challenge was in the writing- generating comedy from inanimate tyres is quite tricky. I didn’t want the comedy to be slapstick, so I tried to base the humour on the real-life issues tyres could face. We were lucky to get a very talented USA-based DJ to do the vocal characterisations as well as the retail read, which really brought the writing to life. The campaign enjoyed tremendous feedback from client and the general public.