Most tyre makers have trouble getting people interested in the product. It's a grudge purchase: you buy tyres because you have to, not because you're excited about them.
Goodyear set about to change that, with the help of Ben Conrad, director of Ken Block's last two Gymkhana videos for DC Shoes - Ken Block's Gymkhana 4; The Hollywood Megamercial and Ken Block's Gymkhana 5: Ultimate Urban Playground; San Francisco.
With Hollywood stunt driver Danny Downey posing as a tyre salesman, a few unsuspecting buyers got the demo ride of a lifetime.
