Continental Tires Launches Emotional ‘Moments of Trust’ Campaign

Continental Tires has launched a special video campaign encouraging its audience to reflect on the meaning of trust, and the circumstances in which trust is formed.

Titled ‘Moments of Trust’, the campaign features an emotional TVC showcasing the figures people trust across various stages of life and the small moments such as learning to ride a bike, taking the school bus, or maneuvering a wheelchair, where trust is integral. The video intelligently intertwines these moments with the subtle presence of tires in all of them, reminding audiences the importance of having tires you can trust too.

Building on the brand’s central pillars of sustainability, safety and performance, the video includes an appearance from the Mankhool Park Volleyball Court, which was unveiled by Continental last year, made from 100% recycled Continental Tires.

Mostafa Farouk, the Head of Marketing at Continental Tires Middle East, explained the idea behind the campaign: “We were looking for a way to educate people about the importance of trusting your tires, and we kept coming back to a core question: what are the moments in life in which trust is formed? The more we delved into those moments, the more we realized that tires are an invisible but crucial part of that trust.”

“There are the obvious ones – your father teaching you to ride a bicycle, or swinging on a tire in your backyard, but there are so many more. What about certain people of determination, whose ability to move relies on the right tires? What about adventure-seekers such as car racers or mountain bikers whose safety depends on the tires? What about the school bus that carries your child away from you and back to you every day? What about the hard brake you make to stop from hitting a pedestrian, a moment that can change so many lives? When we put these together we found the basis for a truly impactful and emotional visual story.”

The campaign goes live on Continental Middle East’s social media channels on January 6^th 2025, and will be supplemented by an influencer marketing campaign across the first half of the month.

You can view the video here (https://www.instagram.com/p/DEkMav_NmYi/)