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rEvolution is thrilled to announce that our work with Continental Tire has won this year’s People’s Telly Awards. We successfully collaborated with USMNT + MLS goalkeeper Sean Johnson to promote their new brand positioning of #SmartChoiceInTires. 


With the help of rEvolution, Continental Tire has leveraged their platform to boost both awareness and sales among the soccer audience, which is a great expression of their longstanding presence in the sport in North America and globally. rEvolution was tasked to ideate and create a broadcast spot for their new brand direction, #SmartChoiceInTires, the result of a comprehensive effort by Continental Tire to reposition the brand as the obvious option for a discerning customer looking for a tire product, they can be completely confident in.  

“When rEvolution is tasked with authentically integrating brands into sport, we always start by looking for shared values – a way to translate what is true about a brand into what’s true about a sport.” – Kevin McGraw, Senior Creative Director


rEvolution’s objective was to design a Continental Tire campaign focused on the soccer industry with the intention of making tires significant in the soccer environment. The supporters’ views and opinions are crucial for Continental Tire, and that is why rEvolution’s creative team crafted a campaign to align with their loyalty.  

To maximize on the buzz surrounding the 2021 Major League Soccer playoffs, rEvolution’s inventive team suggested a commercial collaboration with one of the top goalkeepers in the league, Sean Johnson. The US Men’s National Team standout was a clear choice as the ideal spokesperson because of his previous collaboration with Continental Tire and his shared interest in the automotive industry. His eagerness to be a part of this project is evident in his natural ability to represent the brand authentically – even utilizing his creative input to elevate the final product.   

In this advertisement, Sean Johnson discusses the importance of maintaining a steady and calm mindset while he recreated the lead-up to a critical save he made during the 2021 MLS Cup. The scenario depicted in the commercial, which highlights Sean’s need for “Smart Choices” while defending the goal in a soccer game, directly connects with Continental’s #SmartChoiceInTires campaign. Getting inside the mind of a goalkeeper when they are tasked with having to make decisions in real-time served as an amazing parallel to Continental’s belief in the “Smart Choice.” Throughout the entire process, Johnson fully endorsed the message, aligning it with Continental’s brand personality while also showcasing his personality.   


During this project, our primary goal was to draw viewers’ attention to the brand’s standout moment. Therefore, it was of utmost importance that we ensured positive fan sentiment. To achieve this, we tapped into Continental’s insights and objectives, and successfully collaborated with them. As a result of this collaboration, we were able to achieve the desired impact on a widespread audience. Consequently, the viewers of the 2022 MLS season playoffs and the MLS cup bore witness to a remarkable broadcast spot, which was made possible through the successful partnership of rEvolution and Continental.

”The idea of the #SmartChoice, as well as the fact that we had worked with Sean before – and not to mention the fact that Continental Tire branding is present directly behind the net in the moment he made his iconic saves to 2021 – gave us credibility to tell that story a way that no other brand could.” -Kevin McGraw, Senior Creative Director

To read more on this project, and our other fully integrated campaigns with Continental Tire, click here!