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.
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, 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,” stated Mostafa Farouk, the Head of Marketing at Continental Tires Middle East.
The campaign goes live on Continental Middle East’s social media channels on 6 January 2025 and will be supplemented by an influencer marketing campaign across the first half of the month.
Founded in 1871, Continental offers safe, efficient, intelligent, and affordable solutions for vehicles, machines, traffic, and transportation. In 2023, Continental generated preliminary sales of €41.4 billion and currently employs around 200,000 people in 56 countries and markets.
