NASHVILLE, Tenn. (Sept. 4, 2012) – It has more than 112 years in tire experience; 86 years of service experience. It has serviced 11,000 makes/models and over 500 million vehicles in the last 86 years. Make no mistake. Firestone is a car company.
That’s the concept of the new Firestone brand campaign Bridgestone Americas (Bridgestone) launched Sept. 2 during the IZOD IndyCar Series Grand Prix of Baltimore IndyCar race.
“People are keeping their cars – be it Chevys, Toyotas or BMWs – now longer than ever – on average 10.8 years – and are in need of a trusted partner to keep them running stronger for the long haul,” said Philip Dobbs, Chief Marketing Officer, Consumer Tire Division, Bridgestone Americas Tire Operations. “Firestone, with its extensive line of durable and dependable tires and more than 1,600 Firestone Complete Auto Care automotive service centers and its broader Family Dealer network nationwide, is that trusted partner. We created this brand campaign to celebrate the many stages of our lives, and how Firestone helps you reach your destination – time after time after time.”
The commercials use scene set-ups typical to a new car commercial only to reveal more seasoned makes and models as the stars of the campaign. The campaign, entitled, “Drive a Firestone,” is built on the core idea that while we don’t make cars, Firestone is a car company. That’s because whatever you drive, Firestone tires and the service provided by a Firestone retailer can help make your car run stronger, longer. It becomes a Firestone. It is the creative work of Chicago-based Leo Burnett, a prominent player in the ad business and Bridgestone’s recently-selected agency for the multi-faceted Firestone brand.
"The simple truth we've uncovered is that even though Firestone never made a single car, Firestone is a car company," said Charley Wickman, Executive Vice President and Executive Creative Director, Leo Burnett. "Because in all their years in business, they've helped to make millions run better, faster, longer and stronger."
The campaign will include four broadcast ads celebrating Firestone’s tires – one 60-second spot entitled “Anthem,” as well as a traditional 30-second spot and two additional 30-second spots. The campaign will also feature print and radio executions.
Giving a nod to Firestone’s brand heritage, the “Anthem” spot includes a cameo appearance by 3-year-old Adam “Brooks” Firestone, the son of Andrew Firestone of “The Bachelor” fame and great-great grandson of Firestone Tire & Rubber Company founder Harvey Firestone.
About Bridgestone Americas, Inc.:
Nashville, Tenn.-based Bridgestone Americas, Inc. (BSAM) is the U.S. subsidiary of Bridgestone Corporation, the world’s largest tire and rubber company. BSAM and its subsidiaries develop, manufacture and market a wide range of Bridgestone, Firestone and associate brand tires to address the needs of a broad range of customers, including consumers, automotive and commercial vehicle original equipment manufacturers, and those in the agricultural, forestry and mining industries. The companies are also engaged in retreading operations throughout the Western Hemisphere and produce air springs, roofing materials, and industrial fibers and textiles. The BSAM family of companies also operates the world’s largest chain of automotive tire and service centers. Guided by its One Team, One Planet message, the company is dedicated to achieving a positive environmental impact in all of the communities it calls home.
About Leo Burnett
Leo Burnett Worldwide, part of Publicis Groupe, is one of the world’s largest agency networks with 96 offices and nearly 10,000 employees. In 2012, the global network was awarded a record-breaking 55 Lions at the Cannes Lions Festival of Creativity and was also named “Network of the Year” by YoungGuns, Dubai Lynx and MENA Cristal Awards. A HumanKind communications company, Leo Burnett Worldwide has a simple and singular approach: put a brand’s purpose at the center of communications to truly connect with people. Leo Burnett works with some of the world’s most valuable brands including The Coca-Cola Company, Fiat, Kellogg’s, McDonald’s, Nintendo, P&G, Samsung and Tata among others. To learn more about Leo Burnett Worldwide visit our site, Facebook page and follow us via @leoburnett.