Georgian drivers tend not to replace Summer tires with Winter tires until it snows. In reality it is important to make this replacement after the temperature reaches 7 0C in order to stay safe. The company asked us to deliver this message to the audience in a creative way.
Shoes linking to people is similar to tires linking to cars. The creative concept of the commercial comes from this association. In Winter people wearing summer shoes are shown slipping, crashing into each other and falling down. Voice over is also used to make it easier to understand the connection between tires and shoes, saying: it is as dangerous wearing summer shoes in winter as using summer tires for winter would be.