Hankook’s brand campaigns under the theme “Driving Emotion”, which showcases the exceptional performance of our tires under a broad range of driving conditions.
Limits are meant to push you.
Chase down your passion.
Passion is what drives all of us forward. It keeps us in constant search for the next great adventure, and fuels our confidence to take on any challenges that stand in our way. Hankook is made for those individuals who are willing to go the distance, and are committed to chase down their passion. Never halfway.
The "Never Halfway" campaign, which is the "driving emotion" spoken in an American way, has chosen to use models who are well known in the racing, photography field that our AMPD(Alternative-Minded Performance Driver : full with passion and Maverick Spirit) targets would be more attracted to.
In the “Racing Daylight” episode, adventure photographer Chris Burkard shows his relentless work ethic as he overcomes the hardships of his journey with Hankook. The next episode, “Vanishing Act,” featuring Rhys Millen, a pro racer who is well known among motorsports enthusiasts, will showcase Hankook’s drive to the top through continuous challenges and passion.
This endless passion of adventurers and their challenges captures the essence of the Hankook spirit in the “Never Halfway” campaign.