BFGoodrich Tires announced a product integration partnership with Paramount+ and the TV series “Landman.” New episodes are available to stream Sundays.
“BFGoodrich Tires are engineered for people who live boldly and drive with purpose,” said Omer Waysman, VP of marketing for Michelin North America’s business-to-consumer products. “Partnering with Landman allows us to showcase the outstanding performance of the KO3 tire, and other Terrain Family products.”
“Ready for Anything” Campaign
The marketing campaign titled “Ready for Anything” features the KO3 tire and stars Landman’s Jacob Lofland. The production team shot the 90-second, short-form docu-style piece at Henderson-Durham Ranch in Jacksboro, Texas. Paramount Brand Studio produced the piece, and Emmy-winning director and cinematographer Scott Duncan led the crew.
In the vignette, Lofland describes his process and character, connecting his Landman experiences to themes that fit BFGoodrich.
“Creating stories that truly resonate is central to what we do, and our partnership with BFGoodrich underscores that commitment,” said Dario Spina, CMO at Paramount Brand Studio. “BFGoodrich’s natural off-road tire performance made the collaboration a perfect match. Together, we were able to seamlessly integrate BFGoodrich into the fabric of Landman, while also creating content that offers an added extension for fans.”
Air Dates and Distribution
A 30-second version of the vignette first aired Sunday, Nov. 16 during the Season 2 premiere. The full 90-second cut will appear on Landman social media channels, supported by BFGoodrich, later this month.
New episodes air weekly through Jan. 18.
Viewers will see the KO3 tire’s predecessor — the BFGoodrich All-Terrain T/A KO2 — along with the BFGoodrich HD-Terrain KT tire on key vehicles throughout Season 2.
