DMS Media | Ice Tyres
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Ice Tyres

A car driving on ice. You’ve seen it before, right? Wrong!

We took the concept of cars driving on ice and flipped it on its head, producing full-scale working tyres constructed from solid ice – and making the Lexus NX drive on them.

Behind the ‘cool’ concept was a serious message though – the importance of switching to cold weather tyres during the winter months – a fact that wasn’t lost on the industry experts at Tyre Safe, who awarded Lexus its coveted vehicle manufacturer award.

To date, over one million people have watched our supporting films for this project. A job well done.


  • 71 million global PR and social media impressions
  • 1 million YouTube views
  • 565,000 Facebook views
  • Winner: Tyre Safe Award
  • Official Selection: Best Creative Film at the London Motor Film Festival

21st December 2016