FINDLAY, Ohio — Cooper Tire & Rubber Co. has unveiled a new national ad campaign introducing "drivers everywhere to a trusted source of tire advice — Uncle Cooper."
"Personifying a no-nonsense relative who is expert in all things automotive, Uncle Cooper will never steer drivers wrong about the right tires," Cooper said.
The new campaign began Sept. 30 and includes television spots on MotorTrend.com, DIY Network and HGTV, as well as digital and print ads. It was created by Cooper in collaboration with Fallon Worldwide.
Uncle Cooper was inspired by consumer research conducted for Cooper which showed consumers lack confidence in their tire buying decisions.
"[Consumers] are anxious about tire purchases, which are expensive and often must be made quickly. Drivers also reported that despite a wealth of available information, they often have lingering questions after the purchase," Cooper said in the announcement.
"Consumers consistently tell us they need someone they can turn to for straightforward advice on tires," said Jessica Egerton, Cooper Tire's director of brand development. "Now, through Uncle Cooper, we can offer that advice in an extremely relatable and engaging way. We are telling consumers: 'You don't have to be a tire expert because now you have an uncle for that.' When Uncle Cooper says, 'Go with the Coopers,' drivers can feel confident in their tire choice."
Egerton continued, "This new campaign stands out in an industry where it seems the everyday driver is overlooked as many ad campaigns focus on extraordinary driving situations such as auto racing and extreme off-roading. Through Uncle Cooper, we want to engage all drivers with useful information and a bit of humor, ultimately providing consumers with confidence in their tires."
The new campaign replaces the "Count on Cooper" campaign — featuring the "Tires on the ground go round and round ..." theme song — that's been running since 2015.