Hankook Tire America Corp. has announced the launch of the second installment of its “Never Halfway” integrated marketing campaign, entitled “Vanishing Act.” The “Never Halfway” campaign, which launched in November 2015, targets TV, print, digital and social media and is Hankook Tire’s first advertising campaign designed and dedicated for the U.S. consumer market.

The new “Vanishing Act” creative features professional racer Rhys Millen, as he takes his car and Hankook Ventus performance tires to the limits while aggressively weaving his way through a challenging mountain course. Hankook says Millen was chosen for the campaign as he embodies the company’s “Never Halfway” mindset and lifestyle, constantly seeking out the next road to conquer.

“Since the launch of the ‘Never Halfway’ advertising campaign in the United States late last year we have received very positive feedback from both consumers and dealers,” said Hee se Ahn, president, Hankook Tire America Corp. “‘Never Halfway’ has helped us reach new as well as established audiences allowing us to build further brand value in the competitive U.S. market.”

The campaign will run across a variety of print, digital and high-profile cable networks through 2016.