AKRON (April 24, 2003)—The second incarnation of Goodyear's “Wings” advertising campaign—featuring spots that depict how technology can help guide vehicles through a series of “compromising hazards”—debuted on national television April 21.
In the television spots, the hazards actually seek out vehicles in everyday driving activities and ultimately show how Goodyear technology works to allow the driver and vehicle avoid those hazards, said Mike Kitz, vice president of consumer marketing for the firm's North American Tire unit.
One spot, titled “Balls,” shows a driver´s worst nightmare. Colored rubber balls bounce along a suburban street as a car approaches; suddenly the street fills with kids chasing the balls. As the driver slams
on the brakes, the voiceover says: “The unexpected can be planned for. Tires with proven stopping power.”
Another ad follows a screw as it falls from a building to the street, landing point up. A car runs over it with no effect. “Sharp steel is no match for smart rubber,” the voiceover says. “Tires with run-flat technology.”
Goodby, Silverstein & Partners from San Francisco created and produced the new commercials.
Goodyear selected a heavy schedule of prime time, sports and cable programming to showcase the Goodyear brand entering the prime tire-selling season, Mr. Kitz said.
The ads will air on prime-time shows including popular reality television shows like “Fear Factor,” “Survivor” and “American Idol,” as well as major sporting events like the NBA playoffs, the Kentucky Derby, Preakness and Belmont Stakes, NASCAR and PGA events. The spots also will appear on prime-time drama programs including “24,” “Law & Order,” “Boston Public” and many more, Goodyear said.
In addition, the Goodyear ads can be seen on cable networks ESPN/ESPN2, TNT, TBS, Fox News, Discovery, Bravo, TLC and the History Channel.
“With the kind of exposure these spots will receive on all major television and cable networks over the next several weeks, we´re certain to put the Goodyear brand on the top of the list of brands to consider during the key selling season," Mr. Kitz said. “And we´re confident that the message will provide the consumer a reason to purchase Goodyear vs. other major tire brands.”