Parents | Safety First

This commercial campaign was created for Rice Tire, a regional tire and auto repair company serving the Mid-Atlantic. The goal: reposition the brand as a trusted neighborhood shop for everyday drivers, not just fleet and commercial clients. Instead of flashy rebates or gimmicks, the “Safety First” campaign speaks directly to families and weekend warriors, reminding them that tires are the first line of defense on the road. The tone is sincere and grounded, highlighting real-life stakes. By centering safety and peace of mind, the campaign reframes tire service as an act of care and positions Rice Tire as the go-to partner for people who drive with purpose.