Have you heard of Landman? The Paramount+ series takes place in the oil fields of Texas and follows the daily lives of workers and families caught up in a harsh, unforgiving world far from the big cities. With the arrival of Season 2, a new and somewhat unexpected element joins the landscape: the pickups tearing around the countryside are now rolling on BFGoodrich tires, in a bit of product placement that actually fits surprisingly well into the show’s universe.
A perfect landscape for BFGoodrich
This is a long way from the usual marketing stunt where a spotless vehicle appears out of nowhere in a dusty setting. Co-created by Taylor Sheridan, Landman lives in a world of mud, dust, steel, and characters who take hit after hit. The environment is almost a character in its own right. BFGoodrich clearly saw the series as the natural habitat for its all-terrain tires, a place to show what they can really do, in conditions that look a lot like what they were designed for. For the brand, it is a chance to put its "Terrain" family of products front and centre. Attentive viewers will spot the classic All-Terrain T/A KO2 and HD-Terrain KT on several vehicles. But the real star here is the new KO3, featured in the "Ready for Anything" campaign.
A genuine extension of the show
To highlight the KO3, BFGoodrich produced a 90-second video with actor Jacob Lofland, who plays Cooper Norris in Landman. Shot at the Henderson-Durham Ranch near Jacksboro, Texas, the piece takes on an almost documentary tone: Lofland talks about his character, the setting, and the hard work involved, while the footage shows the tires doing their thing in dust and ruts. The goal is clear: this marketing vignette and the show’s scenes are meant to echo each other visually, so that the tires blend into the narrative fabric instead of looking like an ad awkwardly dropped into the edit.
A 30-second cut ran during the Season 2 premiere, while the full version lives on Landman and BFGoodrich social channels. Meanwhile, new episodes are rolling out every week through January 18, 2026, giving fans plenty of time to spot the different tire models on screen. In the end, the collaboration works not only because the series explores survival and brutal landscapes while the brand showcases tires built for exactly those conditions, but especially because you can feel the effort that went into integrating the product without betraying Landman’s tone, visual style, or directing. If you are watching Landman for the human drama around the oil rigs, keep an eye on the wheels too: the KO2, HD-Terrain, and KO3 are doing a fair bit of work themselves.
