Firestone ads play up 'artisan' mechanics

Tire Business staff

CHICAGO (May 20, 2015) — Bridgestone Americas is playing up the skills of the mechanics at it Firestone Complete Auto Care locations in a new television ad spot, titled “Handcrafted,” and encouraging pickup truck owners to “do truck stuff.”

“Robots might build cars,” the “Handcrafted” ad states, “but it takes human hands to keep 'em running right.”

The new campaign seeks to connect with drivers across the country by calling attention to the “artisan” nature of proper vehicle maintenance,

“The Firestone brand connects with a distinct group of people who work hard, play hard and expect the most from their vehicles,” said Philip Dobbs, chief marketing officer, Bridgestone Americas. “The new spots remind people of the skill of our ASE-certified technicians at Firestone Complete Auto Care….”

In the “Handcrafted” campaign, the 30-second spot “Made By Hand” explores the burgeoning trend toward purchasing handmade items, ranging from flower-pressed soap to artisanal pickles.

Another spot, “Work Shirt,” muses how people spend $30 on vintage work shirts now that it's trendy to look like they work with their hands.

The spot jests that the more than 4,000 ASE-certified auto technicians at Firestone Complete Auto Care are flattered, since, after all, they have been working with their hands in the 1,600-plus Firestone retail stores across the country — and have been doing so since 1926.

The “Do Truck Stuff” campaign explores what's possible when light truck owners get Firestone tires and finally realize the full potential of their trucks.

In the first of two TV spots being released, “Lee Rides Again,” truck owner Lee gets inspired to do “real truck stuff,” like mud bogging, crushing a toy car like a monster truck and finding the perfect secret fishing spot.

The spots link Lee's adventures to the terrain-conquering performance of his Firestone Destination A/T tires.

Firestone urges pickup owners to "do more truck stuff" in a series of new TV ads

In another iteration, “Ann's Epic Errand,” SUV owner Ann realizes that picking up party favors for her son's birthday party doesn't have to be a mundane task. She shifts gears and proceeds to do truck stuff, bringing excitement to her drive like never before.

The ads are the work of Leo Burnett Worldwide, the Firestone brand's ad agency of record since 2012.

“Most people aren't getting the most out of their trucks,” said Charley Wickman, Leo Burnett executive vice president and executive creative director. “If you're going to drive a truck, you should do cool truck stuff with it. Your tires should make anything possible, so the campaign focuses on all of the exciting, rugged and downright tough things that Firestone tires allow these truck drivers to do.”

Leo Burnett is part of Publicis Group, which took over Bridgestone Americas' advertising account in mid-2013.

Watch the latest commercials at www.youtube.com/thefirestonetire and www.youtube.com/user/FirestoneAutoCare.

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