Independent Manchester creative agency Dinosaur has launched a bold integrated campaign for Holts Tyreweld, taking well-known horror movie tropes and transplanting the to the real-world horror of a flat tyre.
The result is “a spine-tingling cinematic brand moment that captures the isolation, tension, and emotional reality of a puncture.” then positions Tyreweld, the puncture repair solution, as the saviour of the piece, arriving just when drivers feel most stranded.
The work marks Holts’ most visually distinctive campaign in recent years and signals a shift from functional messaging to emotionally led brand storytelling.
To achieve big-screen scale on a modest budget, Dinosaur said it used “a blend of human creative craft and carefully directed AI production tools to achieve a bigger visual scale, ensuring the idea and storytelling always led.”
Cinematic visuals, punchy lines, including “The puncture… that sinking feeling isn’t just the tyre,” and horror-trailer-style audio build a powerful campaign that rolls out from today (16 February) across OOH, digital, radio, and social, with a further social film landing later in the month.
Since 1919, Holts has kept drivers moving with practical, no-fuss solutions for everyday car problems, and it’s now championing its hero puncture-repair product. Tyreweld is an emergency puncture repair solution that allows drivers to temporarily fix a flat at the roadside and continue their journey without changing a wheel – particularly valuable for those without a spare tyre, lacking the tools or confidence to change it, or needing to move quickly and safely.
Dan Pitchford, creative director at Dinosaur, said: “Tyre punctures are one of those genuinely stressful, isolating moments for drivers, so we chose to dramatise the feeling of being stuck in that situation. We treated the brief like a short horror story and built a cinematic world around that split second of panic, with Tyreweld as the hero that saves the day.
“Using AI to help increase the size and scale of the production, without doing the same to the budget, was a great example of constraint fuelling creativity rather than limiting it.”
Lisa Richardson, head of marketing at Holts, added: “We wanted work that would make people feel something first and remember the brand second. We wanted to take the brand comms to the next level, to create that audience connection.
“Dinosaur brought us a concept that instantly clicked, turning the flat tyre moment into a dramatic, emotional story where Tyreweld is the reassuring solution. The campaign gives the product standout and personality, and delivers real creative impact across every channel.”
