People & Careers

Atturo's Humorous Digital Campaign Wins Three IAC Awards in 2025

Published:

May 1, 2025

Author:

Luke Redfern

Atturo's Award-Winning Digital Campaign Reframes Tyre Marketing for the Digital Age

Atturo Tire Corp. and creative partner TMV Group have received major industry recognition at the 2025 Internet Advertising Competition (IAC) Awards, securing three category wins for their character-led “Atturo Andy” digital campaign. The campaign’s bold departure from typical tyre advertising signals a shift toward more human-centric and engaging marketing strategies in the automotive sector.

Triple Recognition for Online Video Excellence

The “Atturo Andy” campaign earned top honours in the following categories:

▪ Best Automotive Online Video Campaign

▪ Best B2B Online Video Campaign

▪ Best Mobile Online Video Campaign

These awards recognise creativity, effectiveness and strategic execution across online advertising platforms, placing Atturo among the top performers in digital brand storytelling for 2025.

Humour and Humanity in a Crowded Market





At the heart of the campaign is a fictional, comedic tyre salesman — “Atturo Andy” — brought to life through a series of digital shorts. With a distinctive visual style and character-driven humour, the campaign aimed to disrupt conventional tyre advertising approaches.

Atturo President Michael Mathis said the strategy was intentionally designed to challenge clichés within the sector and stand out in a crowded digital setting. The result was a series that blended brand messaging with accessible humour, making it relatable for both trade and consumer audiences.

Tangible Business Impact from Creative Risk

The Results Backed Up The Campaign’s Creative Ambitions:

▪ 140% increase in website traffic

▪ 100% growth in dealer locator (“Where to Buy”) usage

▪ Over 35% rise in unit sales

These figures highlight the commercial potential of well-executed creative strategy in a B2B context — often overlooked

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