Brand Campaigns

Be One with It
It Is

"Be One with Innovation and Victory will Be One with You"

Hankook Tire and Real Madrid join together as one.
Relentless endeavor to create one perfect driving experience stems from the passion for innovation.

With Real Madrid, the world’s best football club, Hankook Tire wants to tell a story of its endless pursuit of winning innovations and passion. By partnering with Real Madrid, which never ceases to innovate despite having achieved so many finest moments, Hankook Tire wanted to portray its passion for innovation.

Be one with innovation and victory will be one with you.

‘What Does Driving Mean to You?’

[Campaign] "Be One with It" - "Winter" (30', English, 2012)

[Campaign] "Be One with It" - "Surfer" (30'', English, 2013)

When the driver and tyres become one, the driver experiences the ultimate moment in driving.

Whether going to work early in the morning, coming home from work with the sunset in the background, taking your child to school, or taking a trip, driving is a huge part of our lives. At these times, the driver becomes one with the car and the outside scenery drifts by as if in slow-motion. When the driver becomes completely one with the car, the true pleasure of driving can be discovered.

From the moment a base jumper steps off a cliff wearing a wingsuit, a surfer rides a wave on a surfboard, or a snowboarder glides down a snow-covered mountain, the one common element lies in putting complete trust in their equipment to experience that extreme thrill they’re seeking.

For the ultimate driving experience and to find that perfect moment when the driver becomes one with the tyres, Hankook is forging ahead with a multifaceted approach. Although it might not be easy, our goal is to do our utmost so that all drivers can discover that perfect moment. This is the message Hankook is sending through our “Be One with It” campaign.

‘When a car approaches its limits, the tyre's capabilities are revealed.’

[TV Ad] "It Is." Campaign - "Handing" (30", Korea)

[TV Ad] "It Is." Campaign - "Acceleration" (30", Korea)

[TV Ad] "It Is." Campaign - "Eco Driving" (30", Korea)

[TV Ad] "It Is." Campaign - "Breaking" (30", Korea)

Hankook always delivers quality tyres when a driver needs them most.

Hankook believes the best tyre is the one that responds in the way required by the driver and the "It Is" campaign represents this belief. In extreme situations when drivers expect the highest performance in tyres, do the tyres completely live up to expectations? This campaign offers an answer.

In moments of unexpected challenges from sudden acceleration to braking or cornering, the driver relies solely on their tyres. When the driver steps on the brakes and the wheels lock up, everything depends on the tyres. In critical situations where the tyres are everything, our tyres demonstrate their superior ability to thrive in extreme circumstances and make driving safer and more comfortable.

When the driver steps on the gas and enjoys the thrill of speed, this is the moment the engine’s full power is needed and the tyres are put to the ultimate test. However, when the car is subject to this kind of acceleration, the force of friction between the tyres and the road increases dramatically. This force must be relayed to the car and also the driver. This is what our tyres do so effectively, allowing drivers who suddenly feel the need for speed on a rough road to have complete confidence in their tyres from Hankook and just focus on driving.

Hankook is also spearheading research to meet the high expectations of drivers for environmentally friendly and fuel-efficient tyres. Our efforts emphasise producing tyres that minimise the economic burden on drivers while limiting carbon dioxide emissions from driving.

This is how the “It Is” campaign embodies Hankook’s philosophy of stressing communication with drivers through high-performing tyres.