AKRON—Cooper Tire & Rubber Co. has launched a national advertising campaign that includes two 30-second television commercials featuring celebrity company spokesman Arnold Palmer. The two TV commercials emphasize the durability and traction capabilities of Cooper's tires in what the company called "a feel-good, tongue-in-cheek approach."
Previous Cooper campaigns involving Mr. Palmer focused on golfing, but these two TV spots seek to use Mr. Palmer's personality status and credibility in a humorous way, a Cooper spokeswoman said.
The TV spots made their debut March 18-19 during the telecast of the Bay Hill Invitational golf tournament on NBC-TV.
Cooper also was presenting sponsor of this Professional Golfers' Association tour event for the second year in a row.
The commercials are scheduled to run more than 1,200 times on national broadcast and cable TV networks—mostly during sports or automotive-related programs—from now through October.
Cooper's campaign also features six full-page ads in Sports Illustrated magazine. Two of these ads will have customized inserts directing readers to the nearest Cooper dealership.
One TV spot, titled "A Lot of Mileage," begins with a test-car speeding around a test track and then making a pit stop as Mr. Palmer observes. The pit crew leaps over the pit wall and removes the lug nuts from each wheel. Then the crew lifts the car's body off the tires and wheels, which remain standing on the ground.
The pit crew tosses the old car body over the pit wall and lowers a new car body on the remaining set of tires and wheels.
The new car speeds out of the pit area onto the test track.
In the spot titled "A Lot of Grip," Mr. Palmer drives a sport- utility vehicle up to a Cooper tire dealership and requests a tire rotation. The mechanic puts Mr. Palmer's vehicle on the lift and presses the "up" button.
There is a lot of noise and shaking followed by a tremendous "boom" sound and a cloud of smoke. The amazed mechanic and smiling Mr. Palmer gaze up at his SUV on the lift with a large chunk of concrete from the shop floor clinging to each tire.
Fahlgren Advertising & Communications, which became Cooper's advertising agency of record in August, created the campaign.
"We intend to build brand not only by showing our product on vehicles, but by exemplifying the benefits, like long treadwear and better grip, as well," the spokeswoman said.
"We are extremely proud of the quality of this new campaign."