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X’s and O’s Marks New Yokohama Tire Corporation TV Commercial

30-Second Football-Themed Spot to Air September and October

September 19, 2011



FULLERTON, CA (Sept. 19, 2011) – Following up its successful “Duck, Duck, Goose” TV commercial launched in March, Yokohama Tire Corporation is rolling out a new high-powered 30-second spot called “X’s and O’s.” The highly choreographed ad was shot at the San Bernardino International Airport and features a wide range of Yokohama tire-shod vehicles ranging from a Lamborghini Gallardo Superleggera to an 800-horsepower off-road truck. The high-performance machines are lined up in a football formation, much like a coach would diagram an X’s and O’s play. Suddenly, the game is set afoot with a message of, “Pioneering technology to produce the best performing tires in the world is all part of our game plan.”

To see the commercial, go to: http://www.youtube.com/user/YokohamaMotorsports.

“X’s and O’s” will air in late September and run through October as part of Yokohama’s overall branding initiatives and to support its upcoming football promotions with the Denver Broncos, Dallas Cowboys and Baltimore Ravens. The spots will air on networks such as ESPN, ESPN2, NFL Network, FOX and Altitude.

“X’s and O’s,” was created by Yokohama’s ad agency, Culver City, California-based Kovel/Fuller, and was produced by the Bandito Brothers under the direction of Mike “Mouse” McCoy. The same team created/produced Yokohama’s “Duck, Duck, Goose” spot.

“The “Duck, Duck, Goose” commercial was a hard act to follow, but our creative team came up with another clever, visually-pleasing winner,” said Fred Koplin, Yokohama director of marketing communications. “X’s and O’s finds an innovative, spectacular way to showcase our technology and our line-up of high-performance tires.”

The Yokohama tires featured in the commercial include ADVAN Neova® AD08, ADVAN Sport®, AVID® ENVigor™, S.drive®, Geolandar A/T-S® and Parada Spec-X®.

Yokohama Tire Corporation is the North American manufacturing and marketing arm of Tokyo, Japan-based The Yokohama Rubber Co., Ltd., a global manufacturing and sales company of premium tires since 1917. Servicing a network of more than 4,500 points of sale in the U.S., Yokohama Tire Corporation is a leader in technology and innovation. The company’s complete product line includes the dB Super E-spec™ – the world’s first tire to use orange oil to reduce petroleum – as well as tires for high-performance, light truck, passenger car, commercial truck and bus, and off-the-road mining and construction applications. For more information on Yokohama’s extensive product line, visit www.yokohamatire.com.

Connect with Yokohama Tire Corporation:
www.facebook.com/yokohamatirecorp
www.twitter.com/yokohamatc
www.youtube.com/user/yokohamamotorsports

Yokohama is a strong supporter of the tire care and safety guidelines established by the Rubber Manufacturers Association and the National Highway Transportation and Safety Administration. Details can be found at the “Tire Safety” section at www.yokohamatire.com.