Problem
Buying tires is one of the most anxiety-inducing consumer experiences there is. The category runs on intimidation. Confusing specs, upsell pressure, and the nagging feeling you're being screwed. Big Brand Tire & Service was ready to expand across Southern California, but they needed a brand that people could actually trust. And like.
Solution
Enter: Steve — a friendly spokesmechanic who, above all else, was human. No jargon, no pressure, no pretense. Comedy as a disarming device. Bolstered by a shiny new identity system, we ran this campaign across local broadcast, social, direct mail, out-of-home, to the point that it felt like it was part of the local scenery. The tagline — "Big Means Go!" — gave the brand a rallying cry that was simple, motivating, and impossible to ignore.
Big Means SOCIAL!
The campaign extended across local CTV, social-first video, POS design, direct mail, and out-of-home advertising, creating a highly visible regional presence that made the brand feel like part of the community. A majority of the film content was designed specifically for social chans … short, wit-driven pieces built to feel relatable and instantly recognizable on platform.
Keeping you rolling. That's what we do.
The campaign helped transform Big Brand Tire Centers from a regional service chain into a recognizable local brand with genuine audience affection. At a Cal Poly football game, where Big Brand is a major sponsor, the entire stadium started chanting "Big… Means… Go!" unprompted. That's not advertising. That's something else…
