Guess Who? - Kumho Tyres - Son Heung -min

Agency: Giants & Titans

Client: Kumho Tyres

Production: Bear Motion Productions

The Brief

Kumho Tyres wanted to create a playful, high-engagement campaign that would spotlight their partnership with Tottenham football club and icon Son Heung-min, while reinforcing their position as a dependable, premium tyre brand. The concept needed to feel fresh, light-hearted, and social-media-ready — something that would surprise and entertain viewers while subtly delivering Kumho’s core message: trust in performance.

The Concept

We flipped expectations with a clever “Guess Who?” roadside twist.

The setup:
An actor appears to be stranded roadside, suffering a flat tyre. A breakdown assistant pulls up to help — friendly, efficient, and oddly familiar. The catch? Viewers are left to guess who the mystery tyre-changer really is.

Of course, the big reveal doesn’t disappoint — it’s none other than Son Heung-min, disguised in full uniform and character, delivering unexpected star power with a wink and a grin.