Apollo Tyres has leveraged its three-year partnership with Manchester United by launching a campaign featuring some of the club's players.
The campaign, titled 'There are no shortcuts', is running in India and the UK. It has been conceptualised by The Brooklyn Brothers, London.
The TVC draws a parallel between football training and the tests a car has to pass before a race. It features the club’s players Robin Van Persie, David de Gea, Chris Smalling and Jonny Evans training. They are compared to test cars going through their strides on a race track. The film ends with a super that reads 'Performance. There are no shortcuts.’
Marco Paracciani, chief marketing officer, Apollo Tyres, said, “This is one more step towards our journey of making Apollo a globally recognised brand. There are no shortcuts to achieve that goal as there are none to achieve great performance, be it on the road, on a sports pitch, at work or in life in general. Manchester United share the same view; hence we believe we have a very genuine and unique proposition that will resonate strongly with our customers and target audiences.”
The campaign will run across television, cinema, print, digital and OOH.
Creative agency: The Brooklyn Brothers
Media agency: Mindshare
Production company: Somesuch & Co
Director: Bob Harlow
Post production: Moving Picture Company
Editor: Trim Editing
Audio: Wave Sound
Composer: Nando Eweg/ Filmenzo