New Campaign From Big O Tires Turns The “Oh No” Moment Into “Oh Yes!”

The majority of car-owning Americans don't know how to fix a flat and put off buying new tires—and the combination makes for a lot of “oh no!” moments. The newest campaign from Big O Tires takes a humorous look at car repair by turning the big “oh no” moment into a big “oh yes!”

The “Big O Yes!” campaign, created by Kansas City-based agency Barkley, portrays the crises that come when you combine a wobbly tire with green jello and white suits or try to take your bald treads up an icy hill near a china shop.

"We love how the campaign positions Big O as the brand drivers turn to in unexpected moments while serving as a reminder to get ahead of "oh no" moments,” said Kim McBee, Vice President of Marketing & Advertising at Big O Tires.

To capture the “oh no” moments, Barkley tested different shapes and colors of gelatin to figure out which read the funniest on camera and created a special rig to drag an SUV backwards down a wet hill so they could film a crash scene without hurting people (or porcelain).

“We wanted to build on Big O Tire’s 55-year track record of being the brand you trust when car problems strike,” said Katy Hornaday, Executive Creative Director at Barkley. “What better way to do that than to dream up hilarious car dramas that would land you at Big O?”

The campaign launches its first of four national tv spots in late December. The scope of work also includes radio, social and in-store POP.

The spots were directed by Nick Kelly from The Sweet Shop.