Of course, were I ever to need tyres, these are the tyres I’d buy

At least the first one briefly flirts with highlighting some desirable quality of Kumho tyres in comparison to their competition.

These are, so far as I’m aware, the only adverts Kumho has ever run in the United States. They’re on fairly constantly on Fox Soccer Channel, and the second one–the one that’s currently in rotation–was on the main Fox network this weekend when they broadcast the Arsenal/Man United match.

I just find it fascinating how absolutely different they are. One is in a European urban centre; the other is on an isolated, apparently North American beach. One is about sophistication and refinement; the other is about youthful exuberance. One tells a story; the other is a snapshot. One looks like it was shot on low-budget videotape; the other looks like it was shot on film, slick and professional. One demands deliberately stylised artifice from its actors; the other goes for (and achieved) that candid, sort of found-footage effect that we’d often associate with a music video.

And yet they both have exactly the same emotional arc:

sexsexsexsexsexsexsexsexBUY OUR TYRES!

I

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