Discount Tire (Scottsdale, AZ) has launched a new brand campaign. The tagline “Let’s Get You Taken Care Of” will be woven throughout all brand messaging going forward.

Campaign pieces include digital advertising, print and radio ads, billboards, in-store signage, and web banners. The first TV commercial, titled “Lewis & Clark,” debuted April 29.

The overall message is meant to convey a culture of helping drivers feel at ease, according to the company.

“‘Let’s Get You Taken Care Of’ is at the very core of our DNA,” Vice President of Marketing Lisa Pedersen said in a statement. “We like to say we’re in the people business; we just happen to sell tires and wheels.”