AKRON (Feb. 19, 2016) — Goodyear and 26-time NASCAR winner Dale Earnhardt Jr. are expanding their racing partnership.
The driver will be the featured expert who chooses Goodyear tires on and off the track in a series of broadcast, digital and print ads slated to begin running from the Akron-based tire maker.
This is a frame from Goodyear's 'Made' TV commercial featuring Dale Earnhardt Jr.
“We've already had a relationship due to the confidence that I have in Goodyear tires on the track with the (No.) 88 car and on the street with my own personal car,” Mr. Earnhardt Jr. said in a Goodyear press statement. “There's a huge trust factor that we've had for a really long time, so this feels like a continuation of something that has been going on for a while.”
Mr. Earnhardt Jr., one of NASCAR's most popular drivers, “has accomplished his significant racing achievements on Goodyear tires including his first NASCAR Sprint Cup victory in 2000 and Daytona 500 victories in 2004 and 2014,” Goodyear said.
Dale Earnhardt Jr. films his first Goodyear commercial, 'Made.' Through a new relationship with the tire maker, the NASCAR star will serve as the featured expert who chooses Goodyear tires on and off the track in a series of promotional efforts by the company.
Goodyear is the sole supplier of tires to NASCAR.
The creative materials in the tire maker's promotional effort draw on what Goodyear called Mr. Earnhardt Jr.'s “deep personal connection” with the brand.
In the television spot, “through a heartfelt message about hard work, tradition and pride,” Mr. Earnhardt Jr. highlights the tenets of Goodyear's involvement in NASCAR, the company said, including “the continuous learning that is achieved through all of the drivers and the ability to deliver superior performing tires both on and off the track.”
Goodyear www.goodyear.com said it will amplify the creative with a robust media plan and social media support.
“We are pleased to work with one of the premier experts in the sport to showcase Goodyear in a compelling and engaging way,” said Seth Klugherz, Goodyear's director of marketing. “Dale Jr. is a true icon and superior brand ambassador.”
For a look at Goodyear's TV commercial featuring Dale Earnhardt Jr., click here.
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