Ad of the Day | Late Shift and GoshDamn Unveil "Nail," the New Big O Tires Spot

Feb. 19, 2026

Late Shift is thrilled to announce the launch of "Nail," the latest television commercial directed by the acclaimed creative duo GoshDamn for Big O Tires, developed in collaboration with BarkleyOKRP. The 30-second spot – titled “That’s a Nail: Instant Savings” – brings humor and relatability to Big O Tires, engaging audiences with a clever twist on everyday vehicle woes. The spot is part of the industry-leading tire and automotive repair franchisor's new "No Big Deal" nationwide ad campaign.

In “Nail,” a surprising yet familiar moment unfolds: when a driver discovers a nail in their tire, the annoyance quickly turns into an opportunity for savings. With sharp visuals and a punchy sense of comedic timing, the spot underscores how Big O Tires makes an inconvenient day a better one behind the wheel.

Josh of GoshDamn said:

“It’s been a joy teaming up with the creative team at BarkleyOKRP and everyone at Big O Tires. We’re pretty experienced at collaborating (being a duo), but it’s special when you really click with a creative team and a client — when all the long Zoom calls and late-night voice memos end in laughter and make you excited for what’s next. We all wanted to make something stand-out and bold. We were keen to go BIG on over-the-top reactions. The problems are relatable – but it’s those exaggerated responses that bring the humor… and maybe feel a little relatable too.”

 

The ad showcases GoshDamn’s signature visual style and storytelling sensibility, blending authenticity with a punchy comedic edge that resonates across audiences. Production by Late Shift brought the concept from script to screen with precision and flair, ensuring that each beat landed with crisp energy and audience appeal. Late Shift ran post production, managing editorial through finishing.

This collaboration with BarkleyOKRP continues Big O Tires’ tradition of creative advertising that connects with consumers while highlighting real value – in this case, significant instant savings on quality tire purchases.