A Tenth of a Bar
In motorsport, a tenth of a bar is a decision. On the school run, it is a guess.
This is the campaign build: scripts, assets, media plan, phases and talent. The narrative case behind it lives on the story.
The insight
A racing team will not release a car with a tyre a tenth of a bar out. The same tyre technology, on the same roads, is fitted to a family car that has not been checked in a year.
Take the pressure discipline of a professional pit lane and give it, free of guesswork, to every driver in the country.
Objective
Make correct tyre pressure a recognised national safety behaviour, and make AiR the infrastructure that delivers it.
Audiences
Target campaign reach
0m
UK adults, paid plus earned, first 12 weeks
Sessions per activated site
0/wk
Behaviour measure, not an impression measure
Prompted awareness goal
0%
Parents recognising the tenth-of-a-bar idea
Press placements targeted
0
National, regional, motoring and trade
Creative spine
The five states the film has to show
Every asset in the campaign is built from this ladder, so a fifteen second cutdown carries the same argument as the long film.
Perfect pressure
Full contact patch, even wear across the tread, label braking and wet grip delivered, rolling resistance as designed.
0.1 bar out
Measurable in lap time and tyre temperature. In racing this is a decision worth making; on the road it is inside the safe band.
10% under
Shoulder wear begins, rolling resistance climbs, fuel or range worsens, and tread life shortens. No warning light. Over half of UK cars sit here.
20% under
The legal warning threshold, and the point at which crash risk rises sharply: longer wet braking, lower aquaplaning speed, casing heat build and blowout risk.
Over-inflated
Contact patch narrows to the centre, wear concentrates in a strip, grip on rough surfaces falls and impact damage from potholes rises.
Presenter scripts
Word for word, ready to shoot
Two complete two-minute scripts, one for a professional racing driver and one for a broadcast motoring presenter. Timed, shot-listed and performance ready.
Calm, precise, credible. Speaks as a practitioner, never a salesman.
Dark pit lane. Tyre blankets. A gauge pressed to a valve. Close on the readout.
Before I am allowed to leave this garage, somebody checks the pressure in all four of my tyres. Not roughly. To a tenth of a bar.
Engineer screen, four pressure channels. Cut to a tyre loading up through a corner.
That is because pressure is not a comfort setting. It is the thing that decides how much rubber is actually touching the road, how quickly the car stops, and how the tyre wears while I am using it.
Same gauge. Same hands. Now on an ordinary family hatchback on a driveway.
Here is the part people find strange. The tyre on your car is built by the same engineers, to the same physics. It just never gets checked.
School gate at 8:40am. Loaded car, boot full, three passengers.
More than half of the cars on this road are running at least ten percent low. Loaded up with children, bags and a full boot, that tyre is doing the hardest job it will ever do, on the day it is least ready for it.
Split screen: correct pressure versus twenty percent low. Braking distance, shoulder wear, wet grip.
Low pressure means longer stopping distances in the wet, a lower speed before the tyre starts to float on water, and shoulders that wear out long before the rest of the tread. You do not feel any of it happening. That is the problem.
AiR unit lit on a forecourt. Four hoses out. Registration typed. Sequence starts.
So we built the pit-lane process into a machine anyone can use. You give it your registration and how loaded the car is. It sets all four tyres to the correct figure for that vehicle, in about ninety seconds, and it prints the record.
Driver takes the receipt. Screen reads JOURNEY READY. Car pulls away.
No kneeling on wet concrete. No guessing which number on the door pillar applies. No wondering whether the gauge on the wall has been calibrated this decade.
Empty grid at dusk, cut to a quiet residential street. AiR logo.
I get a tenth of a bar because it keeps me safe at three hundred kilometres an hour. Your family deserves the same number on the way to school.
Sign off
AiR. A tenth of a bar, for everyone.
Plain text script for teleprompter or AI video tool
A Tenth of a Bar - F1 driver / professional racer (2:00) [0:00-0:12] VISUAL: Dark pit lane. Tyre blankets. A gauge pressed to a valve. Close on the readout. Before I am allowed to leave this garage, somebody checks the pressure in all four of my tyres. Not roughly. To a tenth of a bar. [0:12-0:28] VISUAL: Engineer screen, four pressure channels. Cut to a tyre loading up through a corner. That is because pressure is not a comfort setting. It is the thing that decides how much rubber is actually touching the road, how quickly the car stops, and how the tyre wears while I am using it. [0:28-0:44] VISUAL: Same gauge. Same hands. Now on an ordinary family hatchback on a driveway. Here is the part people find strange. The tyre on your car is built by the same engineers, to the same physics. It just never gets checked. [0:44-1:02] VISUAL: School gate at 8:40am. Loaded car, boot full, three passengers. More than half of the cars on this road are running at least ten percent low. Loaded up with children, bags and a full boot, that tyre is doing the hardest job it will ever do, on the day it is least ready for it. [1:02-1:18] VISUAL: Split screen: correct pressure versus twenty percent low. Braking distance, shoulder wear, wet grip. Low pressure means longer stopping distances in the wet, a lower speed before the tyre starts to float on water, and shoulders that wear out long before the rest of the tread. You do not feel any of it happening. That is the problem. [1:18-1:36] VISUAL: AiR unit lit on a forecourt. Four hoses out. Registration typed. Sequence starts. So we built the pit-lane process into a machine anyone can use. You give it your registration and how loaded the car is. It sets all four tyres to the correct figure for that vehicle, in about ninety seconds, and it prints the record. [1:36-1:50] VISUAL: Driver takes the receipt. Screen reads JOURNEY READY. Car pulls away. No kneeling on wet concrete. No guessing which number on the door pillar applies. No wondering whether the gauge on the wall has been calibrated this decade. [1:50-2:00] VISUAL: Empty grid at dusk, cut to a quiet residential street. AiR logo. I get a tenth of a bar because it keeps me safe at three hundred kilometres an hour. Your family deserves the same number on the way to school. SIGN OFF: AiR. A tenth of a bar, for everyone.
Asset set
One shoot, every format
Everything below comes from a single two-day shoot and one grade, so the campaign feels like one film everywhere it appears.
60 seconds
Broadcast, cinema, investor reel opener
Opens on the gauge, closes on the school gate. Keeps beats 1, 2, 4, 6 and the sign-off.
30 seconds
YouTube pre-roll, Meta, connected TV
One idea only: a tenth of a bar in the pit lane, a guess on the school run, ninety seconds to fix it.
15 seconds vertical
TikTok, Reels, Shorts
Ambassador holds a gauge to camera: 'This is the difference between stopping here and stopping there.'
6 seconds bumper
Frequency and recall
Screen reads JOURNEY READY. Voice: 'A tenth of a bar. For everyone.'
90 seconds explainer
Forecourt screens, partner sites, investor deck
Machine-led. Registration, load, four channels, record printed. Ambassador narrates in voiceover only.
8 minute documentary
YouTube, PR seeding, sponsor content
Ambassador tests a real family car, then repeats the process on a race car. Same physics, two worlds.
The line the campaign turns on
Racing drivers get a tenth of a bar. Your children are in the back. Why would you accept less?
The film never blames the driver. It blames the tools. That is what makes it shareable rather than preachy, and it is why safety charities can co-sign it without reservation.
Working headlines for paid and OOH
Racing drivers get a tenth of a bar. Your children get a guess.
The safety system nobody checks
Half the country is driving on the wrong tyres and cannot tell
Ninety seconds between your family and a longer stopping distance
Formula One solved this in the 1970s. Your car park has not
The cheapest road-safety intervention in Britain is free air, done properly
Distribution
Where it runs and why
Broadcast and connected TV
Authority and reach at family viewing time
Asset: 60s and 30s
YouTube
Full argument, low cost per completed view
Asset: 2:00 and 8:00
TikTok / Reels / Shorts
Behaviour prompt, high frequency
Asset: 15s vertical
Radio and podcast
Commuter and school-run drivetime
Asset: 40s ambassador read
Forecourt and retail screens
Point of action, metres from the machine
Asset: 90s silent explainer
Press and PR
Third-party credibility, free reach
Asset: Fact pack and interviews
Partner owned channels
Borrowed trust from safety bodies and insurers
Asset: Co-branded 30s
Investor and trade
Turns a product into a movement
Asset: Reel plus data appendix
Delivery
From signature to standard
Six phases, roughly twelve months, ending with pressure verification treated as a national safety behaviour.
Phase 1 - Sign the voice
Weeks 0-4Secure one motorsport ambassador and one broadcast presenter. Motorsport supplies credibility, broadcast supplies reach. Contract usage for film, social, forecourt screens and investor materials.
Phase 2 - Shoot the asset
Weeks 4-7Two-day shoot: day one pit lane and workshop, day two school gate, forecourt and family car. One crew, one grade, one music bed so every cutdown feels like the same film.
Phase 3 - Evidence release
Weeks 6-8Publish the pressure-gap findings with named sources under embargo. Offer motoring, consumer and news desks the same fact pack plus the ambassador for interview.
Phase 4 - Launch
Weeks 8-10Film goes live with a forecourt activation, ambassador appearance and a live AiR unit. Paid support on connected TV, YouTube and social. Partner channels run the same creative same day.
Phase 5 - Endorsement stack
Weeks 10-16Layer road-safety charity endorsement, insurer and manufacturer support, and fleet case studies onto the launched creative so the story keeps producing news.
Phase 6 - Standard
Months 4-12Convert the campaign into a standard: 90-day AiR Verified Care as a condition of tyre warranty, with published national pressure data as an annual news moment.
Talent
Who fronts it
Target profiles with the reason they fit, the exact ask and the route in. Select any one to generate an approach email for their management. Approach agencies and foundations only, never personal addresses.
A current Formula 1 driver
Motorsport
The campaign's core proposition is literally their working reality: pressures set to a tenth of a bar before every run. Nobody can deliver the line with more authority.
The ask
Hero film, 60s and 30s cutdowns, one press day, social usage for 12 months.
Route in
Approach via team commercial department and the driver's management agency, with Pirelli or the team's tyre partner as a warm introducer.
A retired world champion or veteran F1 driver
Motorsport
Freer commercially than a contracted driver, broadly recognised beyond motorsport, and usually already active in road-safety advocacy.
The ask
Hero film, documentary long form, investor reel appearance, event hosting.
Route in
Direct to speaker bureau or personal management; road-safety framing raises acceptance rates significantly.
A senior motoring broadcaster (Clarkson-tier)
Broadcast
Reaches people who would never watch a safety advert. The comedy carries the argument, and the final straight line lands harder because of it.
The ask
Presenter-led film, 8-minute long form, launch appearance.
Route in
Via their production company or literary/talent agent, pitching the film as content rather than an advert.
A rally or endurance champion
Motorsport
Rally and endurance drivers manage tyre pressure against changing surfaces and loads, which is exactly the road-car argument.
The ask
Second-wave film on surface and load, technical explainer content.
Route in
Team commercial contacts and national motorsport federations.
A leading female racing driver (F1 Academy / W Series alumnae)
Motorsport
Speaks credibly to the primary audience, family drivers, while carrying full technical authority. Strong fit for the school-gate half of the story.
The ask
Hero film co-lead, school and community activation, press interviews.
Route in
Series commercial teams and driver management; sponsors often co-fund.
A consumer-affairs television presenter
Broadcast
Frames AiR as money saved and rip-off avoided, which broadens the story from safety into household finance.
The ask
Savings-focused film, morning television appearances.
Route in
Talent agency, pitched around the cost-of-living angle with verified savings figures.
A high-profile sporting parent or A-list actor with a family-safety platform
Celebrity
Delivers the school-gate half of the narrative without any motoring baggage, and unlocks mainstream and tabloid coverage the motoring press cannot reach.
The ask
30s film, social posts, charity partnership appearance.
Route in
Via their foundation or charity partner rather than commercial management; lead with the road-safety charity, not the product.
A respected race engineer or technical broadcaster
Technical
Explains the physics with unimpeachable authority, ideal for the long-form documentary and investor materials.
The ask
Long-form explainer, science-page video, investor appendix.
Route in
Direct approach; typically the fastest and least expensive signature to secure.
A major motoring YouTube creator
Digital
Will genuinely test the machine on camera, which produces the most persuasive proof asset available: an independent verdict.
The ask
Independent review, no script control, usage rights for clips.
Route in
Direct via channel business email; offer full access and no editorial conditions.
A bereaved-family road-safety campaigner
Advocacy
Provides the moral weight that turns a product story into a national one. Must be approached through a road-safety charity, with care and without commercial framing.
The ask
Documentary participation and press support only. Never a product endorsement.
Route in
Only via Brake, TyreSafe or a comparable charity, on their terms.
Approach copy - A current Formula 1 driver
Send to management, agency or foundation, never to a personal address.
SUBJECT: A Tenth of a Bar - ambassador approach: A current Formula 1 driver
Dear [management team], I am writing about a national road-safety campaign called "A Tenth of a Bar", and a specific approach for your client. The idea is simple. In professional motorsport, tyre pressures are set to within a tenth of a bar before every run, because pressure decides grip, braking and how the tyre wears. On the school run, the same physics applies to the same rubber, and more than half of UK cars are running at least ten percent low. AiR is the infrastructure that closes that gap: an automated four-channel machine that sets all four tyres to the correct manufacturer pressure for that vehicle and load in about ninety seconds, and issues a verified record. Why we are approaching your client: The campaign's core proposition is literally their working reality: pressures set to a tenth of a bar before every run. Nobody can deliver the line with more authority. What we would be asking for: Hero film, 60s and 30s cutdowns, one press day, social usage for 12 months. The campaign is fully scripted, funded for production, and supported by independent research and named road-safety partners. Every claim is sourced. Nothing asks your client to say anything they would not say themselves. I can send the script, the treatment and the partner list immediately. Would you be open to a short call? With thanks, [Your name] [Your role], AiR [Your phone] air-core-intelligence.lovable.app
Next step
The campaign needs founding partners named in the creative.
Open the partnership directory and outreach system