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When it comes to tire and auto service, drivers tend to favour ease and convenience, even if it means sacrificing expertise. Rather than seeking out specialists, they default to familiar retailers where they can squeeze in a few errands while waiting for their car. But this choice can come at the cost of quality service.

At Fountain Tire, a brand built on doing right by its customers, delivering best-in-class service means focusing on one thing - vehicles. With a 50/50 ownership model, every location has a stake in the business, giving local store managers a personal investment in customer relationships and a commitment to quality service. 'We’re on this road together' is a tagline, a promise, and a working philosophy.

Continuing to build on Fountain Tire’s creative platform, which uses a sidecar as a visual demonstration of the brand promise, this new campaign showcases an innocently aloof customer in autopilot mode. As he waits for his car to finish being serviced, he begins collecting items from the waiting room, thinking they are all for sale. The twist unfolds as the customer states that the items don’t have any price tags.

A Fountain Tire technician, seated in a sidecar attached to his vehicle, lifted on a hoist, casually reminds the customer that the items found in the waiting room are not for sale; she continues by confirming Fountain Tire's commitment to their customers' vehicles, not on being a general retailer.

“From our perspective, we wanted to highlight Fountain Tire’s expertise by contrasting our dedicated focus on customers and their vehicles, with the general offerings of other retailers.” says Stephanie Proseilo, Fountain Tire’s director of brand and consumer experience. “Our team is hyper focused on vehicle depth over retail breadth, and we want drivers to understand this when thinking about where to get their car serviced.”

“The goal is to further position Fountain Tire as experts in the tire and auto service category to increase consideration,” says John Pace, group account director, FCB Canada. “Since humour is integral to the brand’s DNA, this concept, shaped by a strong strategy and brief, comes to life in a refreshingly simple way.”

The new fully integrated campaign will be live until the summer. It consists of TV, radio, digital and social media across all key markets. The campaign has multiple extensions on Meta and Reddit, all stemming from the platform idea.

Strategy and creative was handled by FCB Canada. Guru Communications handled media planning and buying.