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By Published on .

DETROIT (AdAge.com) -- Continental Tire North America, Charlotte, N.C., breaks the first TV work from BooneOakley, Charlotte, N.C., Thursday in several spot markets.

The independent shop created a trio of 30-second spots showing its owners going to extremes to care for their tires. In one, an owner scrubs his tires with a toothbrush and uses a Q-tip to clean the air valve, even though his sport utility vehicle is still covered with mud.

The $5 million fourth-quarter buy includes regional magazine ads that broke in June with the tagline "They're not just tires. They're Continental Tires."

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