Tyre brand FALKEN is rolling out “Masters of Excitement", a campaign that spans ten European countries and features a brand-new series of TV commercials. The clips used for the commercials are taken from the Falken brand's numerous sponsoring activities and activation platforms. They showcase motorsports events with Falken's two new racing cars, a Porsche and a BMW, capture Falken's entry for the Red Bull Air Race in the Masterclass category, and show scenes of the FC Ingolstadt 04 football team playing at the AUDI-Sportpark stadium, as well as following a sporty standard vehicle on the road. The spots, ranging from seven to 20 seconds in length, will be shown in connection with national football league and European League broadcasts in the various countries, and will also feature in winter sports and lifestyle contexts. TV coverage will be featured in Germany, the UK, Austria, Finland, France, Italy, Norway, Poland, Spain and Sweden. The commercials will also be shown online throughout all European markets and on the corresponding social media channels. The gross reach of the campaign targets almost one billion contacts, spread over two flights (March–May and September–November). “Our new 'Masters of Excitement' campaign is deeply rooted in our brand image and incorporates insights from our target groups. We've focused on content with emotional relevance for our target groups, portraying the Falken brand as an enabler. The overriding theme is one of mastery and control, technology and expertise – and the pleasure and enjoyment that they create", says Stephan Cimbal, Head of Marketing at Falken Tyre Europe, in explanation of the strategy.