BFGoodrich recently launched its new national advertising campaign taking a unique approach that includes animals to signify different attributes of its tires. One of the first commercials launched uses a tree frog “to illustrate the grip a new set of BFGoodrich tires” will provide. There’s another with a cheetah to signify speed, and more are planned (though we don’t know all the details just yet).

BFG says the national broadcast, print and online advertising campaign is designed to provide “consumers with a series of unconventional and obviously fictitious situations to help clearly visualize key tire benefits.”