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From the 13th Annual Shorty Awards

Tire Prose

Entered in Consumer Brand, Humor


Because of the widespread uncertainty at the start of the 2020 pandemic, brands were avoiding April Fools’ Day pranks altogether. Yet we believed people were still looking for a reason to smile. So we pulled a prank designed to fool no one.

Strategy and Execution

We let everyone in on the joke from the start with an April Fools’ Day idea that was so absurd, no one could possibly feel fooled. On social media, Tire Pros released a book of tire poems called Tire Prose, promoted by Brian Baumgartner of The Office fame. It was an idea that was so ridiculous, Tire Pros got credit for the humor, without offending anybody by making them feel foolish.


Without any paid media behind the campaign, not only did it make national news, Tire Pros achieved engagement levels that broke records for the brand, including a 280% increase in Instagram followers, a 833% increase in Facebook post clicks and a 1,111% increase in tweet engagement.


Video for Tire Prose

Entrant Company / Organization Name

Luquire George Andrews, Tire Pros

Entry Credits