SCOTTSDALE, Ariz. (Oct. 15, 2004) — A Discount Tire Co. ad featuring an older woman throwing a tire through a window has earned a place in the Guinness World Records as the longest running TV commercial.
The entry will be featured in the recently released 50th anniversary book published by Guinness.
The ad, dubbed “Thank You,” began running as a 10-second commercial in 1975. It shows a woman throwing a tire through the glass storefront of a Discount Tire store with the explanation: “If ever you're not satisfied with one of our tires, please feel free to bring it back. Thank you. Discount Tire Co.”
The ad has been aired continuously in its original format for more than 29 years, the company said. In 1976 the ad also was named the “World's Best Broadcasting Advertisement” by the Hollywood Radio and Television Society.
“We never expected such longevity from this ad when it first began,” Discount Tire's founder and Chairman Bruce Halle said. “We were a small company with a modest budget, and a 10-second ad was all we could do. Since then we have been fortunate to continue growing, but this ad still captures the philosophy of what this company is all about.”
The ad was produced by Robert Natkin Advertising of Scottsdale. A male stunt double stood in for the 66-year-old actress to throw the tire, and it took three throws to shatter the glass right through the Discount Tire logo as planned.