Recording Artist Andrew Allen on a Roll with Kal Tire

What do Kal Tire and BC singer songwriter Andrew Allen have in common? Well for one thing they both go through a heck of a lot of tires, Kal Tire being Canada’s largest independent tire retailer and Andrew touring across the country logging over 280,000 km on his tour van. Not to mention the fact that they are both born and raised in Vernon, BC.

BRANDFX, Kal Tire’s North Vancouver–based creative agency of record introduced the local musician Andrew Allen to Kal Tire during the development stages of their spring 2010 Television and Radio campaign.

Andrew performed live at the BRANDFX’s summer party and staff and guests were blown away by his incredible musical talent and song writing. “From that moment on, the wheels started turning,” said Tim Kelly, Partner at BRANDFX.

“When the team started working on the campaign we knew we wanted to go with original music, but then thought, ‘let’s develop a complete song that captures the freedom of driving and the fun of being on the road. Something that could extend our campaign out beyond the realm of traditional media.’ And that’s when Andrew came back into the picture,” says Kelly.

For Kal Tire the campaign became closer to home than they ever imagined since the campaign’s sound track was written and performed by an up-and-coming artist right from their own backyard.

The song “Roll with Me” has been created exclusively for Kal Tire and produced in tandem with BRANDFX and producer Colin Weinmaster at Wave Productions in Vancouver. While 30-second music beds were created for the TV and radio spots, the full-length song will be used in a company video and will be the focal point for PR, Social Media and promotional activities.

“As a guy who grew up in Vernon with Kal Tire I was really excited when BRANDFX approached me with this opportunity to work with them and Kal Tire,” said Allen. “With over 280,000 km logged on my tour van, I depend on my tires a lot,” Allen said.

Allen and Kal Tire believe the song is a perfect fit with the company’s service-oriented brand as the song plays on the romantic notion that life is like one big road trip and that you need good people with you to help get you where you’re going. Just like the song says, “You gotta roll with me.”

Most recently Allen performed his ballad “Amazing’ at the Winter 2010 Paralympic Closing Ceremonies on March 21st, wrapping up the 90-minute presentation to a wowed audience of about 6,000 live in Whistler, BC as well as a huge international audience via broadcast.

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BRANDFX is a privately owned communications agency located in North Vancouver offering a focus on branding with expertise in strategic planning, advertising, graphic design, web development and interactive media.