”Whatever You Drive, Drive a Firestone.”
That short, somewhat perplexing message is the underpinning of the new advertising campaign for Bridgestone Americas' Firestone brand.
“People are keeping their cars…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 for Bridgestone Americas' consumer tire division, who argues that Firestone's “extensive line of durable and dependable tires” coupled with broad coverage through the firm's 1,600 Firestone Complete Auto Care service centers and thousands more affiliated independent dealers nationwide make Firestone “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,” Mr. Dobbs said.
The commercials debuted Sept. 1 during the television broadcast of the IZOD IndyCar Series Grand Prix of Baltimore, and use scene set-ups reminiscent of a new car commercials only to reveal more seasoned makes and models as the stars of the campaign.
The “Drive a Firestone” campaign is built on the premise that while Firestone doesn't make cars, Firestone is a car company, said Charley Wickman, executive vice president and executive creative director, Leo Burnett, the Chicago-based agency selected recently to help create and manage the multi-faceted Firestone brand campaign.
To drive home the point, Leo Burnett points out Firestone has more than 112 years in tire experience; 86 years of service experience; has serviced more than 500 million vehicles in 11,000 makes/models during that time span.
“…(I)n all their years in business, they've helped to make millions run better, faster, longer and stronger,” Mr. Wickman added.
The campaign will comprise four broadcast ads celebrating Firestone's tires: one 60-second spot titled “Anthem,” as well as a traditional 30-second spot and two additional 30-second spots. The campaign will also feature print and radio executions.
The company did not disclose the cost of creating the campaign or what it expects to spend on airing the commercials.
Giving a nod to Firestone's brand heritage, the “Anthem” spot includes a cameo appearance by 3-year-old Adam “Brooks” Firestone, the great-great grandson of Firestone Tire & Rubber Co. founder Harvey Firestone and son of Andrew Firestone of TV's “The Bachelor” fame.