LINCOLN, Neb. (March 18, 2002)—Using stories, legends and myths about NASCAR race teams making their car engines run better, Goodyear is using the theme “True Lies” in its latest automotive belt advertising campaign.
The new campaign, developed by Goodyear and Ohio-based Malone Advertising, delivers a humorous message from several of the race circuit's best known crew chiefs and engine builders, targeting passenger and light truck owners, professional and do-it-yourself mechanics, Goodyear said.
Filmed at Lowe's Motor Speedway in Charlotte, N.C., the commercials feature the race teams of Dale Earnhardt Jr., Jeff Gordon, Bobby Labonte and Sterling Marlin. The “lies” include lowering the car's floorboard so the gas pedal depresses farther, using peanut butter on cylinder walls and talking to the engine. At the end of each commercial, an announcer proclaims: “There's one thing NASCAR teams will admit is under the hood—Goodyear Gatorback belts.”
Goodyear Gatorback Poly-V belts used by race teams are straight-from-the-shelf belts available at authorized auto parts stores.