Brand Campaigns - Be One with It , Never Halfway, Globally Proven, 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" - "Jumper" (30", English, 2011)

[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.

Limits are meant to Push You

[Promotional Video] Never Halfway by Hankook Tire – Racing Daylight (2015)

[Promotional Video] Never Halfway by Hankook Tire - Vanishing Act (2016)

Chase down your passion.

Passion is what drives all of us forward. It keeps us in constant search for the next great adventure, and fuels our confidence to take on any challenges that stand in our way. Hankook is made for those individuals who are willing to go the distance, and are committed to chase down their passion. Never halfway.

The "Never Halfway" campaign, which is the "driving emotion" spoken in an American way, has chosen to use models who are well known in the racing, photography field that our AMPD(Alternative-Minded Performance Driver : full with passion and Maverick Spirit) targets would be more attracted to.

In the “Racing Daylight” episode, adventure photographer Chris Burkard shows his relentless work ethic as he overcomes the hardships of his journey with Hankook. The next episode, “Vanishing Act,” featuring Rhys Millen, a pro racer who is well known among motorsports enthusiasts, will showcase Hankook’s drive to the top through continuous challenges and passion.

This endless passion of adventurers and their challenges captures the essence of the Hankook spirit in the “Never Halfway” campaign.

Hankook, the only tyre proven by the top automobile brands in the world, it’s performance that’s proven by the best.

[Campaign] 'Globally Proven'_DTM (30", China)

What determines the world’s best tyre?

Is it how it delivers high-speed driving confidence, unrivaled ride comfort, or supreme driving performance on different types of roads?

These are great ways to see if the tyre lives up to the world’s best title. Yet, we at Hankook have a more compelling reason and it begins with three of the top names in the industry, AUDI, BMW, MERCEDES-BENZ and the most extreme racing event in the world, the DTM(Deutsche Tourenwagen-Masters).

Fitted on three of the world’s best cars, Hankook is the only tyre chosen as the official supplier to the DTM.

For these cars to perform at their best, these fierce machines need a tyre that’s proven and trusted in order to deliver the performance they need.
From the prestigious race tracks in Germany to the scenic Chinese drive, Hankook has been proven by the best, and is the first choice for globally proven confidence, drivability & safety. This is what makes Hankook the best in the business worldwide.

‘Hankook - recognised worldwide as the best tyre.’

[TV Ad] "Globally Proven" Campaign (30", China)

Technology makes the best, and the best establishes trust.

Hankook believes the best tyres are those that give the driver the perfect driving experience. This kind of tyre must be trusted to provide safe driving even in rough road conditions. Hankook’s “Globally Proven” campaign concentrates on this.

There is nothing stronger than trust gained through experience, alongside the impeccable driving experience and safety that American and European drivers enjoy, to prove that Hankook is the best. The image of a runner who launches into a sprint with complete control or a swimmer who glides through the water with perfect efficiency are great analogies of the safety and control that Hankook offers in any environment.

The best tyres, the tyres recognised worldwide for its superior driving performance and safety, is Hankook.

‘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.